GRBN Trust and Personal Data Survey Report - Part 2 - Regions and countries - 2014 12 03

Trust & Personal Data Report – Part 2 December 2014

https://ondeviceresearch.com/

http://www.greenbook.org/

http://www.criticalmix.com/

http://dapresy.com/

http://www.researchnow.com/en-US.aspx

About the report This report investigates the issue of personal data usage from the aspects of familiarity, concern, trust and sensitivity.

Part 1 of the report looks at the global results, as well as the regional and country differences

Part 2 of the report deep dives into the results by region and country

Both parts contain the key findings and conclusions from the survey.

On the issue of trust we investigated 17 types of organisations, and on the issue of sensitivity we covered 29 different types of data. Data was collected in 24 countries worldwide with a total of over 23000 people participating in the survey, giving a total of over 1.1 million data points.

The report is not intended to be read cover-to-cover, but rather the reader is encouraged to use the navigation tools to skip to sections of interest. To facilitate this, links have been embedded into the images on the table of contents pages, and from the bottom right hand corner of each page the reader can return back to the table of contents.

This report would not have been possible without the support of our sponsors, as well as the support of the regional federations and national associations belonging to the GRBN. By clicking on their ads or logos you can navigate to their websites for further information.

I would also like to thank the national association representatives who provided commentary, thus giving insight into the results from their country’s perspective, as well as Lenny Murphy from Greenbook and Melanie Courtright from Research Now for the conclusions they have drawn from the data.

Andrew Cannon

GRBN Executive Director

4th December 2014



http://www.criticalmix.com/

http://dapresy.com/

http://www.researchnow.com/en-US.aspx

Trust and Personal Data Report - Contents

Introduction

Key findings by Region and Country

Introduction

c

Methodology

General key findings

General conclusions

Market Research Industry key findings

Market Research Industry Conclusions

Foreword

About the GRBN

Methodology (1/3) Research Now co-operated with the GRBN on this initiative, conducting the fieldwork, as well as providing programming and data processing resources. Research Now was supported by OnDevice in two countries (Mongolia and Thailand).

Fieldwork was conducted in 24 countries worldwide, with approximately 1000 on-line interviews per country (500 in Mongolia) for a total sample of just over 23700 respondents.

http://www.researchnow.com/en-US.aspx?utm_source=GRBN_Report&utm_medium

Methodology (2/3)

The sample per country was defined as either 18+ year olds or 18-64 year olds*, and where internet penetration is relatively low, the sample was additionally defined as an internet user sample rather than total population sample.# See next page.

In all countries, except Mongolia and Thailand, sample was drawn from on-line access panels, whilst in Mongolia and Thailand mobile river sample was used. The different methodology in those two countries may impact the results, especially with respect to attitudes towards the market research industry.

As with all cross-cultural studies, care needs to be taken when comparing and interpreting the results across countries, and regions, due to possible scale-usage bias. Please click here to read a Research Now white paper on this subject. In addition to scale-usage, historical and cultural factors may also influence how people relate to the questions we have asked, in particular the ones concerning trust and sensitivity.

A further description of the methodology can be accessed here.

http://www.researchnow.com/en-US/PressAndEvents/News/2014/march/white-paper-multimode-global-scale-usage.aspx

Methodology (3/3)

January

2014

February

2014

March

2014

April

2014

June

2014

September

2014

Pilot Wave

May

2014

July

2014

August

2014

ARIA Survey • Argentina • Brazil

• Canada • Mexico

APRC Survey

• Australia • China *# • Japan • Malaysia# • Mongolia #

• New Zealand • Singapore* • South Korea* • Taiwan # • Thailand *#

EFAMRO Survey

• Finland • France • Germany • Ireland

• Italy • Netherlands • Spain • Sweden

• UK • US

Foreword

As our world becomes more and more digitalised, more and more data, including personal data, is being collected on people; as citizens, customers and consumers. Whilst much of this data is being used to create and deliver added value to those about/from whom the data is collected, this is not always the case, and in certain cases the, so-called, data subject might actually be harmed by the activity.

As the volume of data increases and the uses multiple, so does the risk of inadvertent misuse. And in addition to the legitimate collection and use of data on people, the amount of fraudulent activity is also expected to also increase significantly. According to a report by PWC: “The total number of security incidents…climbed to 42.8 million this year, an increase of 48% from 2013.*

As both inadvertent and deliberate misuse becomes more commonplace, it is expected that media coverage of this issue will expand, and as a result awareness of personal data issues amongst the general public will increase. This, in turn, may well increase the level of concern people feel about the risks.

As people become more aware of the issue, we believe they will also attach more value to their data. According to a study in France by Orange on the Future of Digital Trust, consumers estimate the value their personal data to business at 170€**. As people become more concerned about misuse of their personal data, we believe they will also become more and more careful with whom they share what, where, when, how and why. According to the same study by Orange, the perceived value of personal data jumps to nearly 240€ in relation to unfamiliar organisations. We expect both the perceived value and the gap to increase.

We believe that in our ever more digitalised word, the issue of trust will become more and more important. People will become more and more demanding of data controllers and processors in terms of transparency. In business, those companies who are able earn and keep the trust of customers will be able to gain sustainable competitive advantage in the marketplace.

We believe that the issue of trust will also become more critical for the market research industry, as the industry will continue to rely heavily on people’s voluntary participation in the face of increased wariness.

The GRBN set out to provide a global measurement of where we are today on this issue; how familiar people are with the issue, and how concerned? To what extent different types of organisations trusted to protect and appropriately use personal data, and we believe we have achieved that aim.

Moving forward, we intend to measure how attitudes around the globe are changing over time.

Whilst the main focus of this report is to look at this issue from the market research industry perspective, it contains much information of importance and relevance to other industries, as well as the public sector. We hope you enjoy the report and please feel free to share access to the reporting portal with your colleagues.

Peter Harris Alex Garnica Andrew Cannon

APRC ARIA EFAMRO

The amount of data collected on

individuals will continue to grow

The number of cases in the media

about the abuse of personal data

will continue to increase 1

0 1 0

0

0

1 1 1

1 1

1 1 1 1 1 1 1

0 0 0 0 0 0

“Home Depot breach affected 56M debit, credit

cards”

Yahoo news, Sept 19 2014

“7 Controversial Ways Facebook Has Used Your

Data”

Time, Feb 4 2014

“JPMorgan, Four Other Banks Hit by Hackers:

U.S. Official”

Bloomberg, Aug 28 2014

People’s concerns over the (mis)use

of personal data will grow stronger

* http://www.pwc.com/gx/en/consulting-services/information-security-survey/key-findings.jhtml

** http://www.orange.com/en/press/press-releases/press-releases-2014/Consumers-

value-their-personal-data-at-170-140-Orange-study-finds

General key findings (1/3)

Over one-third of adults are VERY CONCERNED about the possible misuse of their personal data

On average, one-in-three does NOT TRUST organisations to safeguard their personal data

People consider many types of data to be SENSITIVE, not just personal

Globally, six-in-ten adults claim to be at least somewhat familiar with how their personal data is collected and used, but despite this relative familiarity, the majority of people are concerned about possible misuse of their personal data, and a significant minority are very concerned. Concern is particularly high amongst females aged 35-54 years old.

On average, for every one person who highly trusts organisations to protect and appropriately use their personal data, there are three who have very low level of trust.

Overall trust is lowest in the Americas (except Canada), whilst in Europe trust is lowest in France and the UK. People tend to be more trusting of organisations on this issue in APAC, with the major exception of South Korea and Australia. Scale usage and other cultural differences need to be considered when comparing results across countries.

Of the 29 types of data surveyed, eight are considered to be sensitive by 50% or more of citizens across the globe. Unsurprisingly the majority of people consider things such as financial account / personal identification numbers to be sensitive data, with health and criminal records, as well as biometric identifiers also considered to be sensitive data by many.

Perhaps more surprisingly, almost half of citizens around the globe consider physical location information (home address and location via mobile phone signals), as well as virtual location information (IP address) to be sensitive.

On a regional level, Europeans are more likely to consider data to be sensitive; in particular critical types of data (such as personal identification numbers) and labelling data (such as religion, sexual orientation or one’s weight for example) are considered more sensitive in Europe than in APAC or the Americas.

Claiming to be familiar with how personal data is used, does not make one less concerned. Being concerned, however, means one is more likely to see personal data as sensitive, especially digital footprint data, as well as data which physically identifies a person (e.g. name, photo, home address).

Globally citizens are equally divided as to whether to trust the authorities to protect and appropriately use their personal data or not.

Regionally, there are huge differences, with citizens in APAC more likely to trust the authorities and those in Latin America much less likely to do so. In the APAC region, it is citizens in China, Singapore and Mongolia, who claim to have the most trust in the authorities on this issue.

In Europe, the government has a positive net trust index in Finland and Germany, as well as in Sweden, whereas in Ireland, France, Italy and the UK citizens are more likely to distrust than trust their government on this issue.

The police are the most trusted type of organization out of the 17 surveyed when it comes to protecting and appropriately using personal data. Trust in especially high in Finland, whilst in Europe it is lowest in the UK, France and Ireland. In the Americas trust in the police is lowest in Mexico, whilst in APAC it is lowest in Thailand and South Korea.

Whilst Germans trust their government, they do not trust their national secret services, and are joined in this distrust for the later by citizens in Italy and Ireland. Across the globe, foreign secret service organisations are highly distrusted.

Different types of media organisations are not very highly trusted to protect and appropriately use personal data. Trust is lowest in France (very low trust in social media & search engine companies), Australia and the UK (low trust local and foreign media). * NTI = % giving a high rating (6 or 7) - % giving a

low rating (1 or 2) on a 7-point scale

GLOBAL average

APAC average

EUROPE average

AMERICAS average

Media NTI *

-35%

-27%

-40%

-38%

GLOBAL average

APAC average

EUROPE average

AMERICAS average

Authorities NTI *

2%

11%

3%

-16%



Trust in different types of “businesses” to protect and appropriately use personal data is clear higher than trust in “media” organisations. Overall, trust is highest in the APAC region, with the exception of South Korea. In particular banks (both local and foreign) as well as mobile phone operators are trusted more in the APAC region than elsewhere.

In Europe, trust in business varies somewhat by country, being highest in Finland and lowest in France, the UK and Ireland, whilst in the Americas it is highest in Canada.

Low trust in “business” organisations in Europe is driven by a lower trust in foreign on-line stores and foreign banks, whilst in the Americas it is relative low trust in mobile and internet operators, as well as retailers, which explains why “business” organisations are trusted less in the Americas than elsewhere.

On average, credit card companies are relatively well trusted with personal data, in particular in Finland, whilst the French and South Koreans show them relatively low trust on this issue.

Local banks are reasonably well trusted to protect and appropriately use personal data, and have a positive net trust index in all regions, being most trusted in Canada. People in Ireland, France and Italy, in contrast, have a relatively low level of trust in their banks.

Trust in foreign banks tends to be low across the globe, especially in Europe and North America.

People are, on average, three times more likely to trust local organisations compared to foreign ones.

This relative distrust in foreign organisations is particularly noticeable in Europe, especially in Finland, Germany and Sweden, whilst in APAC the same can be seen in Australia, Singapore and New Zealand, and in the Americas in the USA and Canada.

In APAC, South Koreans and Thais stand out as showing an almost similar trust in foreign and local organisations, and the same phenomenon can also be seen in Latin America.

* NTI = % giving a high rating (6 or 7) - % giving a low

rating (1 or 2) on a 7-point scale

Average Foreign vs. Local NTI difference*

(net trust index)

Business NTI *

GLOBAL average

APAC average

EUROPE average

AMERICAS average

-19%

-15%

-20%

-24%

GLOBAL average

APAC average

EUROPE average

AMERICAS average

-25%

-21%

-30%

-23%

General conclusions (1/2) 1) AWARENESS AND UNDERSTANDING OF THE ISSUE NEEDS TO IMPROVE

Whilst the level of claimed familiarity with how personal data is collected and used is reasonably high, we believe there is still room for improvement, and that in particular governments, as well as the public sector in general, have a clear role to play in this.

As people increasingly need to share their personal data in order to access both information and services, people have the right not only to be informed about this, but also to be educated, in order to understand the risks and make informed decisions about what to share, when, how and with whom. It is not sufficient that the information is buried deep within terms and conditions.

2) PEOPLE’S CONCERNS NEED TO BE ADDRESSED

We believe that the current level of concern around this issue is harmful, not only to individuals, but also to society as a whole. And, whilst in the short-term at least, individual companies might be making profits from the situation, we do not believe it is beneficial to business, or the economy as a whole, especially in the medium to long term.

We believe the current high level of concern is not sustainable and that something has to give. If nothing is done to address the situation, both by the authorities as well as the private sector, then we believe people will react to the situation. We expect the majority will react by resigning themselves to the situation, by accepting this mistrust as a “way of life”, as ”a sign of our times”, and finding ways to cope. We expect, however, that a minority find the issue important enough to act on by either finding ways to ”go dark” and/or actively protest against the system.

In this scenario, we believe there will be more and more cases of misuse, partly unintentional, but also criminal, as some organisations try to take advantage of people’s apathy and use of mental short-cuts. Also, legitimate ”cloaks” and protests will be used by others for criminal purposes.

As a result, we believe that law makers will have no choice but to ”tighten the screw” to protect their citizens. This tightening of protection will no doubt have negative impact on legitimate businesses, as well as on public services, and therefore also negatively impact people as both citizens and consumers, but that is the price that will need to be paid if preventive action is not taken.

We believe, however, that collectively, we have an opportunity, and perhaps even an obligation to prevent this scenario from becoming reality.


General conclusions (2/2) 3) THE LELVEL OF TRUST MUST BE IMPROVED

To take advantage of the opportunity, we collectively need to agree that the level of trust on this issue is just not good enough…

“For every one person with high trust there are three with low trust”

In particular the onus is on governments and the public sector to act, because if people do not trust the people they have voted into power nor the institutions they oversee, there is little hope that people will trust organisations, whose purpose is to make money.

4) TRANSPARENCY BOTH BY GOVERNMENTS AND CORPORATIONS IS A MUST

But how? We believe that transparency is key, for without this transparency there cannot be trust. There have been too many examples where the authorities and corporations have abused trust, and therefore the onus is on them, collectively, to regain that trust. It cannot be taken for granted.

Organisations need to “get their house” in order on this issue. They need to put systems and procedures in place to ensure that they are responsible with the collection, handling, protection and use of personal data. They need to ensure that the risks of inadvertent abuse, as well as security breaches, are minimized.

5) BUILDING TRUST IS BUILDING COMPETITIVE ADVANTAGE

With respect to the commercial world, we believe that there is a clear business case to be made for acting transparently, especially with customers. We believe that customers will be willing to share more and more data, with organisations who act transparently and whom they trust, especially if they can see and feel clear benefits from the sharing of that information, for example in terms of improved services or added value. I believe that this rich customer data will give those companies that have a strong trust relationship with their customers a clear and sustainable competitive advantage in the market place.

We also need to act collectively, and industry bodies also need to act across industries to build public trust. We need to ensure quality standards, codes and guidelines are in place and followed. We need to ensure self-regulation systems are in place and operate effectively, as well as transparently.


APRC ARIA EFAMRO

http://dapresy.com/

For every one person, who has a high degree of trust in the market research industry not to misuse their personal data, there are three, who distrust the industry.

This result means that trust in the market research industry is on an average level compared to the 16 other types of organisations included in the research, and for example is clearly lower than the level of trust in banks or credit card companies, but clearly higher than the level of trusted in media or social media companies.

Germany stands out as the only country of the 24 researched where the net trust index (top 2 box minus bottom 2 box on a 7-point scale) is positive. Relative to trust in other types of organisations, the market research industry is also well trusted in Italy to protect and appropriately use personal data.

Three out of five of the countries with the lowest level of trust in the market research industry in absolute terms can be found in the APAC region; South Korea, Singapore and Australia, with these three joined by the USA and the UK.

Trust in the market research industry relative to businesses such as banks, on-line stores, retailers and mobile phone / internet operators, is relatively low in the Nordics in Europe, as well as in Canada.

Relative to media organisations, the trust in market research industry is most positive in Europe, especially in Germany, but is lowest in the UK, where for example, internet search companies are just as much trusted as the market research industry on this issue.

In the APAC region the market research industry is only slightly more trusted than “media” organisations, and in South Kora and Mongolia they have an equal level of trust, whilst in Thailand media organisations are currently actually more trusted than market research organisations to protect & appropriately use personal data.

Over one-third of adults are VERY CONCERNED about the possible misuse of their personal data

On average, one-in-three does NOT TRUST the market research industry to safeguard their personal data

People consider many types of data to be SENSITIVE, not just personal

Market Research Industry key findings


High concern and lack of trust: A threat or an opportunity for the market research industry?

We believe that the results from the research indicate that the market research industry has an opportunity, but not necessarily one that will last forever.

Although the level of trust in the market research industry on protecting and appropriately using personal data is not great, globally it is better than some other types of organisations, including social media, media and search engine companies for example.

Amongst younger adults, however, the trust advantage our industry has is much smaller, and in some countries amongst this age group it is already non-existent.

As an industry we rely heavily on people’s voluntary participation to share their data. Therefore, as an industry, we believe we have to collectively act to build public trust: We need to act transparently towards the general public, as well as to clients, to earn that trust. We need to demonstrate to the public, and to clients, how responsible we are with all the data we collect, not just personal data, but we also have to demonstrate more clearly the value of market research to society, as well as to clients. Reliability and relevance are not opposites, and as an industry we can deliver both.

The appropriate use of personal data is one where our industry is strong and we need to communicate effectively about this. We need to maintain the distinction between market research and other activities.

The GRBN believes the time to act is now and in 2015 will be seeking support for an industry-wide three year global programme to build public trust in the market research industry.


APRC ARIA EFAMRO

TRANSPARENCY is a requirement 1

2

3

Informed Consent is a MUST

COMMUNICATION IS KEY

Collectively, the market

research industry has a

window of opportunity to

build trust


Commentary by Lenny Murphy, Greenbook

In 2011 The World Economic Forum and Bain & Company released a report “Personal Data: The Emergence of a New Asset Class”. This wide ranging and comprehensive study, with contributions from leaders in every global industry, captured the essence of the personal data economy in their introduction: “We are moving towards a “Web of the world” in which mobile communications, social technologies and sensors are connecting people, the Internet and the physical world into one interconnected network. Data records are collected on who we are, who we know, where we are, where we have been and where we plan to go. Mining and analysing this data give us the ability to understand and even predict where humans focus their attention and activity at the individual, group and global level….. Increasing the control that individuals have over the manner in which their personal data is collected, managed and shared will spur a host of new services and applications. As some put it, personal data will be the new “oil” – a valuable resource of the 21st century. It will emerge as a new asset class touching all aspects of society.” Indeed, this report gave birth to a new program called the Rethinking Personal Data Initiative which has already defined the value of personal data as an asset class and reinforced the value of trusted data flow. The current stage of the program brings together data experts with practitioners in different commercial environments so that together they can drive results that are practical, implementable, and can be widely communicated. They are looking at how to create and implement the right rules, tools, frameworks and business models to bring about the emergence of a personal data ecosystem where people have greater control over the collection, use, sharing and monetization of their personal data. Cont…


https://mail.mrs.org.uk/owa/redir.aspx?C=OGzRvsBbAEKxU0ikafdnp_zwtjbd4NEIDtsXkfVxnbJkhjvAKBYpupDenBWd8TTkGoh70BKrAHs.&URL=http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdf

https://mail.mrs.org.uk/owa/redir.aspx?C=OGzRvsBbAEKxU0ikafdnp_zwtjbd4NEIDtsXkfVxnbJkhjvAKBYpupDenBWd8TTkGoh70BKrAHs.&URL=http://www.weforum.org/issues/rethinking-personal-data

https://mail.mrs.org.uk/owa/redir.aspx?C=OGzRvsBbAEKxU0ikafdnp_zwtjbd4NEIDtsXkfVxnbJkhjvAKBYpupDenBWd8TTkGoh70BKrAHs.&URL=http://www.weforum.org/issues/rethinking-personal-data


Commentary by Lenny Murphy, Greenbook (continued)

Conspicuously absent from the steering group are any representatives from the consumer insights or even marketing organizations. No Nielsen, Kantar,

WPP, Publicis, Omnicom, Dentsu, etc… or any other connected organization. And that is a missed opportunity for our industry, for as we can see from the GRBN Trust & Personal Data Report, in some markets the insights industry has an edge in the trust of consumers vs. virtually any other industry, and globally is at least average. We have a stake in the global dialogue around personal data, and perhaps even a larger one that many other industries since consumer data is the driving force of market research. Whether it’s surveys or focus groups or Big Data analytics and applied neuroscience, our industry has historically worked hard to utilize even the most personal and intimate information in a respectful and beneficial way, and as new technologies blur the lines between market research and marketing via single source channels, digital advertising, social media analysis and mobile tracking we have a unique opportunity to apply our historical role as the advocate for consumer empowerment via data sharing with the broader world. It’s a differentiation that we should continue to work hard to develop and a perspective that our trade bodies need to share with both consumers and organizations like the WEF. This report is an important piece of evidence to help us shape that broader discussion, and hats off to GRBN for leading the charge to understand where we stand in the new data-driven world we live (and work) in.


http://dapresy.com/

Conclusions for the Market Research Industry About the GRBN

The GRBN’s mission is to promote and advance the business of research by developing and supporting strong autonomous national research associations.

38 national research associations representing over 3,500 research businesses on 5 continents, which generate US $25 billion in annual research revenues

http://grbn.org/index.php

Regional & Country analysis

APAC

AU Australia

CN China

JP Japan

KR South Korea

MN Mongolia

MY Malaysia

NZ New Zealand

SG Singapore

TH Thailand

TW Taiwan

EUROPE

DE Germany

ES Spain

FI Finland

FR France

IE Ireland

IT Italy

NL The Netherlands

SE Sweden

UK United Kingdom

AMERICAS

AR Argentina

BR Brazil

CA Canada

MX Mexico

US USA

Click on a map/flag to access that region’s / country’s results

APAC – 3 key highlights

Concern is particularly high amongst 35-54 year old females, as well as in Malaysia and Singapore

People in APAC tend to be more trusting in general on this issue, but have average trust in the market research industry

Compared to trust in other organisations, trust in the market research industry is particularly low in Singapore and Australia


APAC Summary of findings

Familiarity and concern about the issue

Around half of adults in the APAC region are not familiar with how their personal data is collected and used, whilst as many as four-in-ten are very concerned about the issue.

Both proportions are slightly above the global average.

Unfamiliarity is relatively higher amongst females, especially those over 35, and concern is particularly high amongst 35-54 year old females.

Trust in organisations not to misuse personal data

On average, people in the APAC region show more trust in different organisations than people in Europe or the Americas, especially with respect to the national intelligence services.

Trust in market research in the region is similar to the global average, with three-in-ten not trusting the industry and one-in-ten trusting. Trust in the industry is higher amongst 18-34 year olds than older persons, but this is typical of trust on this issue in general. Relative to average trust, trust in the market research industry is low amongst males and the under 35’s, in particular amongst 18-24 year olds.

Social media companies are slightly less trusted than market research companies in the APAC region, with four-in-ten not trusting them not to misuse their personal data. Trust in social media companies decreases steeply with age, but amongst 18-34 year old males, for example, there is little different between trust in market research and trust in social media companies.

Sensitive data

Many types of data are not considered as sensitive in the APAC region as they are in other regions, and none are considered significantly more sensitive. The biggest variation is with respect to healthcare records, which 48% consider sensitive compared to 60% globally.

40%

46%

8%

11%

GLOBAL

average

APAC

average

Not at all familiar Not very familiar

81%

84%

36%

39%

GLOBAL

average

APAC

average

Very concerned Fairly concerned

Concern with how personal data is collected and used

Familiarity with how personal data is collected and used

% “very concerned” /

% “very + fairly concerned”

% “not at all familiar” /

% “not at all + not very familiar”

Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the Global average) NTI *

(net trust index)

% “trusting very little” /

“trusting very much”



-20%

-21%

-27%

-30%

-32%

-41%

-41%

-43%

29%

30%

15%

10%

13%

9%

7%

9%

Low Trust (Rating: 1 to 2)

High Trust (Rating: 6 to 7)

The national government

National Intelligence services

Foreign banks

Market research companies

Internet search co.'s (e.g Google,

Bing)

Social media (e.g Facebook, Twitter,

Weibo, Weixin)

Foreign media companies

Foreign secret service organisations

APAC+/- vs. Global

avg.

8 10

9 14

-12 10

-20 1

-19 8

-31 9

-34 8

-34 8

Local Commentary by the APRC

“Asia Pacific is one of the most exciting yet culturally diverse regions in the world and in terms of familiarity and concern about how their personal data is collected and used, this diversity continues when comparing the results across the ten countries that participated in this study.

Our region has seen a rapid development in privacy laws in recent times. Companies that operate in the region and that collect, store, and use personal information are dealing with increasing compliance challenges in the face of new and evolving data protection regimes.

A number of countries throughout the Asia-Pacific region recently adopted or are planning to adopt new data privacy regulations, including Australia, Malaysia, Singapore and New Zealand. Penalties for non-compliance or data breaches are also gaining momentum and creating headlines, mostly for internet search, social media and retail brands.

Big data is in it’s infancy in many countries across the Asia Pacific region, when compared to Europe and the America’s and cross-border transfers of personal data are unevenly regulated.

The privacy and trust with organisations not to misuse personal data will continue to evolve and for the regional market research industry and profession a robust self regulation environment and focus will continue to be important. “

APAC

APAC How sensitive different types of data considered to be: Top 5 + those with most variation from the Global average

% considering to be “sensitive personal data”

74%

65%

64%

54%

50%

50%

48%

48%

14%

Financial account numbers

Passport number

Personal identification no.

A scan of your retina

Your voice signature

Criminal record

Health records

Your salary

Your religion

GLOBAL average APAC average

APRC is the Asia Pacific Research

Committee.

Click on the logo to find out more

about the APRC and its members.

http://www.aprc-research.com/

Australia – 3 key highlights

Australians show a lower level of trust on this issue than is average in APAC, although they trust the police more

Trust in market research is relatively low in Australia which is consistent with the situation in culturally similar countries (UK, USA and New Zealand for example)

Australians distrust especially foreign media and social media companies

Australia

Summary of findings


Just over four-in-ten Australians* say they are unfamiliar with how their personal data is collected and used, with this figure rising to five-in-ten amongst the lower educated and to almost six-in-ten amongst females aged 35-54 years old.

Just over one-third of Australians are very concerned about how their data is collected and used, which is in-line with the APAC average. Concern increases with age, and is especially high amongst those on low incomes.


On average, people in Australia show much less trust in organsiations on this issue than people in other APAC countries, the exception being the police, whom four-in-ten Australians trust on this matter, with only one-in ten not trusting the police. Both in absolute terms, as well as relative to other APAC countries, Australians have a high distrust of social media companies, as well as foreign media companies in general, with six-out-of ten not trusting either.

Relative to other APAC countries, Australians show a low level of trust in foreign banks and internet search companies.

Almost four-in-ten do not trust the market research industry not to misuse their personal data, with only 5% showing a high level of trust, which, as is the case with respect to trust in most other types of organisations is clearly lower than the APAC average. Trust in relatively low amongst 35+ year old males, but this age group also shows a high distrust in many other types of organisations. For example, although 47% of 55+ year old males distrust the market research industry, 72% of them distrust social media companies on this issue.

Sensitive data

Australians are more likely than people in other APAC countries to consider many different types of data to be sensitive. This is particularly true with respect to health records.

Also, Australians are more likely to consider biometrics to be sensitive, such as one’s voice signature or a scan of one’s retina, with the latter being considered the 5th most sensitive type of data (out of the 29 surveyed).

Australians are less likely than the average in the APAC region to see website tracking data or customer loyalty card data as sensitive.

* Based on 1000 Interviews with 18+ year olds.

85%

84%

36%

39%

Australia

APAC

average



43%

46%

8%

11%

Australia

APAC

average



% “very concerned” / % “very + fairly concerned”



AU+/- vs. APAC

avg.

29 13

-30 -14

-33 -13

-32 -20

-38 -13

-40 -21

-43 -17

-48 -15

-51 -17

-56 -25

-58 -24

The police

Mobile phone operators


Foreign banks

Internet operators


Bing)

Local media companies

Foreign online stores



Weibo, Weixin)


Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the APAC average)

-13%

-37%

-38%

-40%

-41%

-44%

-46%

-51%

-55%

-58%

-60%

42%

6%

5%

8%

4%

4%

3%

3%

5%

2%

2%





NTI *

(net trust index)

% “trusting very little” / “trusting very much”

Local Commentary by Research Industry Council of Australia (RICA)

“The survey results indicate that most Australians have a healthy skepticism in relation to the use of personal data by companies. This is consistent with the situation in culturally similar countries (UK and US).

This highlights the importance of robust industry self-regulation like the Privacy (Market and Social Research) Code 2014.

Such frameworks, together with the underlying protections provided by the Privacy Act, are important to give Australians confidence in their dealings with companies.

Encouragingly, the survey results indicate that Australians are more confident in the data protection and privacy standards among market and social research companies than internet and media companies.

Fortunately, the top 5 most ‘sensitive types of data’ are highly unlikely to be collected by market and social researchers and are therefore not a concern (the majority of research projects do not require such information).”

Australia

Australia: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


82%

77%

74%

71%

61%

57%

59%

14%

14%


Passport number


Health records


Criminal record


Websites you have visited

Loyalty program data

APAC Average AU

RICA (Research Industry Council of Australia) is the

authoritative voice for the market and social

research industry in Australia. AMSRS and AMSRO

are the national associations for market and social

research individuals and organisations in Australia respectively.

Please click on the logos below to find out more

about RICA, AMSRS and AMSRO

http://www.rica.com.au/

http://www.amsrs.com.au/

http://www.amsro.com.au/

China – 3 key highlights

The Chinese claim to be familiar with how their personal data is collected and used

The Chinese are more trusting of organisations, in particular the authorities, on this issue

One’s whom address is seen as relatively more sensitive in China than elsewhere in APAC

China Summary of findings


One-third of people in China* claim to be unfamiliar with how their personal data is collected and used, which is clearly lower than the APAC average. Just as many as the APAC average, however, four-in-ten, are very concerned about how their data is collected and used.

Low income and 18-24 year olds have a clearly lower level of familiarity with the issue, whilst females are clearly more concerned than males.


On average people in China have a great deal of trust in different types of organisations on this issue, much more than in the APAC region on average. This is especially true with respect to the police, the national intelligence services and the government, but also is noticeable concerning financial institutes, local and foreign, as well as internet operators, social media companies and foreign media.

The market research industry is also more trusted in China than in the APAC region on average, with 13% showing a high level of trust and 20% a low level of trust.

The level of trust in social media companies is slightly lower than in market research companies (a net trust index of -14 compared to -7), with this difference driven by the opinions of 35+ years olds, as amongst younger adults there is little difference between the level of trust in the two industries on this issue, although students, however, do have a much higher level of distrust in social media companies.

Sensitive data

The Chinese are fairly similar to the APAC region average when it comes to how sensitive they consider different types of data to be. One major exception is an individual’s home address, which is much more sensitive in China, ranking number four out of the 29 types of data surveyed.

Vehicle registration information and a person’s picture are also more likely to be considered sensitive in China, whilst a voice signature and health records are less likely to be so.

* Based on 1000 Interviews with internet users aged

18-64 years old.

89%

84%

38%

39%

China

APAC

average



33%

46%

6%

11%

China

APAC

average







The police



Local banks

Credit card companies

Foreign banks


Internet operators


Weibo, Weixin)


-7%

-8%

-9%

-11%

-14%

-17%

-20%

-22%

-25%

-28%

50%

52%

45%

33%

25%

22%

13%

13%

10%

9%





NTI *

(net trust index) % “trusting very little” /

“trusting very much” CN

+/- vs. APAC

avg.

43 26

45 35

36 28

22 13

11 16

5 17

-7 13

-8 17

-14 17

-19 15

Local Commentary by CMRA

“As the Internet and the mobile Internet increasingly emerge today, they make great impacts on people’s life in China. Both the general public and the business environment, even the government are more concerned about their personal data safety. On the one hand, more and more people are concerned about how their data is collected and used, also paying attention to avoid the leaking out of the sensitive information. On the other hand, not only the internet service, but also all professions and trades are much concerned about user experience when promoting their business. Although personal data has become a most valuable resource during this time of Big Data and business competition, the user experience is always the first principle.

With the development of the China market research industry and the promotion of the industry self-discipline, the importance of personal data protection has been highly emphasized. That’s the reason why most organizations including the market research industry are more trusted in China.

The Chinese government has established the basic legal system to protect personal data, including the Criminal Law Amendment VII, the Decision of the NPC Standing Committee on Strengthening the Internet Data Protection, the Telecom and Internet Users’ Personal Data Protection Rules, etc. In the future, the government will go on improving the execution details on personal data protection.”

China Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the APAC average)

China: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


74%

73%

62%

60%

55%

47%

47%

40%

39%



Passport number

Your home address


Vehicle registration

information

A picture of yourself


Health records

APAC Average CN

CMRA is the national association of

market research organisations in China.

Click on the logo to find out more about

the CMRA and its members.

http://www.emarketing.net.cn/

Japan – 3 key highlights

The Japanese claim to be both less familiar and less concerned about misuse of their personal data

Their trust is relatively higher for mobile phone and credit card companies, but lower for the police and social media companies

Compared to social media trust in the market research industry on this issue is relatively higher amongst younger adults

Japan

Summary of findings


Almost two-thirds of Japanese* claim to be unfamiliar with how their personal data is collected and used, which is significantly higher than the APAC average of 46%.

In contrast only one quarter is very concerned about the issue, which is much less than in the region on average (39%).

As many as one-third of 18-34 year olds are very concerned, with concern being higher amongst those with higher education.


On average, the level of trust shown by people in Japan is similar to the average in the region, but relatively they have more trust in mobile phone operators and credit card companies, as well as Japanese media companies & Japanese on-line stores.

The Japanese have a marginally higher level of trust in the market research industry than the average in the APAC region. Trust in the market research industry is relatively high amongst 18-34 year old males. In contrast it is very low amongst 35-54 year old males, who also have a low level of trust in many different

types of organisations.

The Japanese are less likely to trust the police or social media companies, than people in the region on average. The low level of trust in social media companies is driven by 25-34 year olds, especially males.

Compared to social media, trust in the market research industry is relatively strong amongst 18-24 year olds, amongst whom the latter’s net trust index is almost neutral.

Sensitive data

Attitudes to sensitive data are fairly similar in Japan compared to the APAC region average, especially when it comes to the most sensitive types of data.

Relatively, one’s retina scan, one’s health records and one’s mobile phone location are less sensitive, whilst one’s name is more sensitive in Japan than elsewhere in the region.


87%

84%

26%

39%

Japan

APAC

average



63%

46%

16%

11%

Japan

APAC

average








The police


Local online stores




Weibo, Weixin)


JP+/- vs. APAC

avg.

4 9

5 -11

-4 12

-13 8

-14 12

-15 5

-37 -6

-14%

-17%

-17%

-19%

-20%

-23%

-40%

18%

22%

13%

7%

6%

8%

3%


High Trust (Rating: 6 to 7)* NTI = % giving a high rating (6 or 7) - % giving a low


NTI * (net trust index)



Japan

Japan: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


75%

69%

66%

49%

44%

42%

40%

37%

35%



Passport number

Your home address

Criminal record


Health records

Location data via mobile

Your name

APAC average JP

JMRA is the national association of

market research organisations in Japan.


the JMRA and its members.

http://www.jmra-net.or.jp/

South Korea – 3 key highlights

Almost all South Koreans claim to be concerned about misuse of their personal data

Trust in many types of organisations is much lower than in many other countries, also globally

Trust in the market research industry is relatively low in South Korea, in particular in relation to trust in social media companies, especially amongst younger adults

South Korea

Summary of findings


Around half of adults* in South Korea are not familiar with how their personal data is collected and used, whilst almost as many as four-in-ten are very concerned about this issue.

Both proportions are in line with the APAC average.

Unfamiliarity is relatively higher amongst females, especially those aged 18-34, as well as amongst 18-24 year olds in general. Concern is also high amongst 18-34 year old females, as well as those with high incomes.


Trust in different types of organisations on this issue is the lowest in South Korea when comparing to the other nine APAC countries surveyed. This high level of mistrust is especially pronounced with respect to credit card companies, but also clearly visible with respect to mobile phone operators, the police, the government and the national intelligence services.

Trust in market research in South Korea is also lower than in the region on average, with four-in-ten having a low level of trust. Females show lower trust in the market research industry than average, but they tend

to be less trusting in general.

The level of trust in social media companies not to misuse personal data is very similar to the level of trust in market research companies, and the level is identical amongst 18-34 year old females, whilst actually slightly higher amongst 18-24 year olds.

Sensitive data

South Koreans are much more likely than people in other APAC countries to consider different types of data sensitive, with on average 49% considering each of the 29 types of data sensitive compared to 36% on average in the region.

Relative to the other APAC countries location data via mobile phone stands out as much more sensitive in South Korea, being seen as the 3rd most sensitive of the 29 types of data.

Other types of data considered to be relatively sensitive by people in South Korea include one’s mobile phone number, one’s vehicle registration information and a picture of oneself.

* Based on 1003 Interviews with 18-64 year olds.

93%

84%

37%

39%

S Korea

APAC

average



46%

46%

5%

11%

S Korea

APAC

average







The police



Local banks

Internet search co.'s (e.g Google, Bing)

Local online stores


Retailers with loyalty cards


Internet operators



-28%

-31%

-34%

-35%

-40%

-41%

-41%

-43%

-48%

-52%

-52%

13%

13%

12%

8%

4%

3%

4%

3%

5%

3%

3%





NTI *

(net trust index)


“trusting very much” KR

+/- vs. APAC

avg.

-16 -32

-18 -27

-22 -30

-27 -36

-36 -17

-38 -17

-37 -17

-40 -21

-43 -38

-49 -24

-49 -33

Local Commentary by KORA

“The number of reported cases of illegal usage of personal data, such as resident registration numbers, without consent has jumped 10-fold in the past 10 years, stoking privacy concerns. Some 177,000 cases of personal information leakage or privacy infringement were reported to authorities in 2013, compared with 17,000 in 2003.

The number of reports and consultations on personal information infringement has increased dramatically since 2011; it doubled from 54,000 reports in 2010 to 120,000 reports in 2011. Approximately 166,000 cases of personal information infringement have occurred in 2012.

72% of the reported cases of privacy violations in 2013 were cases of ‘infringement of, damaging, or fraudulent use of others’ resident registration numbers,’ followed by ‘infringement of credit information’ cases with 19.85%.

There were around 30,500 incidents of the infringement of credit information in 2014, 2.5 times more than the year before, assumed to have been caused by personal information leaks from card companies.“

(Source: Korean Government Personal Information Protection Commission, ‘2014 Annual report on personal information protection ‘)

South Korea


As market research companies often handle confidential data including information of consumers and corporates for business purposes, there are concerns about personal information security which might have contributed to the high level of mistrust in market research companies.

Personal information can be easily found through search engines due to the weak user authentication system of Korean websites. Approximately 8.8 million personal data, which include resident registration numbers, resumes, and medical records, have been leaked simply by Googling from 2010 to 2012. (Source: KBS News 2012-10-30)

As the use of the online shopping malls increased, more personal information leakage incidents occurred. In 2012, personal data including resident registration numbers and phone numbers collected for creating accounts or participating in giveaway events were sold by an online shopping mall operator to a telemarketer without the users’ approval. (Source: Boan News 2012-04-23)

Personal data collected by domestic mobile phone operators such as SKT, and KT are at high risk of involuntary information leakage. The mobile phone operators were not aware that the personal data of 200 thousand customers had been leaked through a program developed by KT’s subcontractor to extract personal data. (Source: TV Report 2012-03-08)

Police investigation on personal information leakage on major Internet portal sites and game companies. Naver, an internet content service operator and a video game company Nexon went under police investigation for selling users’ personal information to online payment service providers such as KG Mobilians and Danal without the users’ consent. (Source: Segye.com 2012-05-23)

In July 2012, Nate and Cyworld, two of Korea’s major internet portal sites operated by SK Communications, were hacked and approximately 35 million users’ personal data were leaked. (Source: Hankookilbo 2012-11-23)

Personal information leakage from giveaway events hosted by Hypermarket Evidence have been found that the current and former executives of Homeplus were involved in selling their customers’ personal data that were collected for giveaway events to an insurance company for marketing use over the past five years. . (Source: Yonhap Infomax 2014-09-22)

It was argued that Emart sold 3 million customers’ personal information collected for giveaway events to an insurance company. (Source: Hankooki.com 2014-10-12)

South Korea – Additional local insight on the results


Personal data leakage via credit card companies and cyber-enabled fraud About 1600 suspects have been arrested within the past six months for financial fraud or disclosure of personal information via online. Money can be transferred by : - Pharming: cyber attack intended to redirect a website’s traffic to another fake site. - Smishing: vibrant phishing scams that utilize SMS to send text messages containing URLs asking to enter personal information. (Source: Media Pen 2014-11-11.

KB·Lotte·NH credit card companies were accused of selling the personal data of a hundred million customers to loan brokers. (Source: Datanet 2014-03-18) Personal data leakage from banks About 3 million loan records held by financial institutions such as Standard Chartered Bank Korea and Citi Bank Korea have been leaked. It marked the biggest personal information leak in the banking industry in Korean history. (Source: Seoul Shinmun 2013-12-12) Personal data were leaked by a social worker and NH employee (Source: YTN 2012-06-12) An employee of the National Health Insurance Service was caught reviewing personal data of an insurance subscriber for personal use without consent. (Source : Kukmin Ilbo 2014-10-07) The number of cases for personal data being disclosed by police without consent has increased by 18 times within the past five years. The number of cases for personal data being viewed or disclosed by police without consent has increased by 18 times within the past five years; 9 cases were found in 2008; 15 cases in 2009; 14 cases in 2010; 39 cases in 2011; 165 cases in 2012. 71% of these cases(171 cases) were revealed to have occurred out of personal interests such as curiosity and the rest(70 cases) occurred following requests made by acquaintances.

(source: Namdong News 2013-10-08) The police agency has opened investigation into allegations that police personnel including a superintendent and a lieutenant leaked information to a broker hired by the suspect. (source: newdaily 2014-11-03)

South Korea – Additional local insight on the results

South Korea: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


83%

80%

70%

68%

67%

64%

64%

63%

62%

61%

56%

51%

50%

44%

41%


Passport number



Criminal record

Your home address

Health records

Your IP or MAC address

Your mobile phone number

Vehicle registration…


Sexual orientation

Your date of birth


Union membership

APAC average KR

KORA is the national association of market research organisations in South

Korea


the KORA and its members.

http://www.ikora.or.kr/

Mongolia - 3 key highlights

Mongolians are not very familiar with the issue of how their personal data is collected or used, but neither are they especially concerned

Trust on this issue is relatively high therefore, in particular in foreign organisations

Trust in social media companies is on a similar net level to trust in market research companies on this issue

Mongolia

Summary of findings


Almost six-in-ten adults* in Mongolia are not familiar with how their personal data is collected and used, which is significantly more than the APAC average (46%), with the proportion being not at all familiar double at 20%.

Only 27% are very concerned about how their data is collected and used, which is considerably less than the APAC average (39%).


On average people in Mongolia are more likely to trust different types of organisations than people in the APAC region on average. This is particular true concerning foreign and national secret service organisations, as well internet search companies and social media companies.

Trust in market research in Mongolia is also on much higher level than in the region in general, with approximately one-quarter showing high trust and one-quarter low trust in the industry.

The net level of trust in social media companies on this issue is the same as the level of trust in market research companies, with a slightly higher proportion

of people both trusting and distrusting the former.

For both industries, the net trust index turns negative amongst females and 25-34 year olds.

Sensitive data

Whilst the average degree of sensitivity attributed to different types of data is similar in Mongolia to the rest of the region, what they consider to be sensitive, or not, is quite different.

Location via one’s mobile phone and one’s voice signature are both considered to be more sensitive in Mongolia and are considered to be amongst the top 5 most sensitive types of data (out of 29 surveyed).

Mongolians are also more likely to consider computer related items as sensitive, such as IP addresses, e-mail addresses or website tracking data.

Information such as one’s sexual orientation, one’s age and one’s picture are also more sensitive to Mongolians than to other people in the region on average.

* Based on 500 Interviews with 18+ year old internet users. A different sampling method was used in Mongolia. See the technical appendix for details.

73%

84%

27%

39%

Mongolia

APAC

average



58%

46%

20%

11%

Mongolia

APAC

average





% “not at all familiar” / % “not at all + not very familiar”




Bing)




Internet operators

Social media (e.g Facebook,

Twitter, Weibo, Weixin)




-17%

-24%

-25%

-28%

-28%

-28%

-32%

-33%

-35%

-36%

51%

36%

36%

29%

26%

32%

27%

30%

21%

22%





NTI *


“trusting very much” MN

+/- vs. APAC

avg.

34 25

12 17

11 30

1 35

-3 17

3 19

-5 20

-3 28

-14 20

-14 19

Local Commentary by MMRA

“Mongolians are not so much concerned and familiar with how personal data is collected and used.

Also only one quarter of Mongolians are very concerned about how their data is collected and used, which is considerably less than the APAC average.

People in Mongolia are more likely to trust National secret service organizations, credit card companies and internet search companies not to misuse their personal data.

Mongolians consider financial account numbers, passport numbers, personal identification numbers, location data via mobile and voice signature as most sensitive personal data. They are more considered all types of data as sensitive data compared to APAC average except financial account numbers, passport numbers and personal identification no.

Data collection was conducted in August, 2014. It was not reflected to survey result, however recently there were happened scandals related to politician mobile phone number misuse.”

Mongolia

Mongolia: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


72%

63%

62%

60%

60%

59%

48%

37%

31%

30%

23%


Passport number

Personal identification no.*

Location data via mobile*



Sexual orientation

Your email address


Your age


APAC average MN

MMRA is the national association of market research organisations in

Mongolia.


the MMRA and its members.

http://www.mmra.mn/?lang=en

Malaysia - 3 key highlights

Claimed familiarity with how personal data is used in very high in Malaysia, and the level of concern is extremely high

Trust in the market research industry on this issue is reasonably high in Malaysia

Distrust in especially high amongst the over 35’s in Malaysia. Distrust in the police and national secret services is very high

Malaysia Summary of findings


Malaysians* claim to be much more familiar with how their personal data is collected and used compared to the APAC region on average, with only one-third saying they are unfamiliar, compared just under half in the region on average.

As many as six-in-ten are very concerned about how their data is collected and used, which is the highest proportion in the region.

Unfamiliarity is relatively higher amongst 45-54 year olds, who also exhibit higher than average concern. Other demographics also expressing very high concern are students and those with higher education.


Malaysians show, on average, a similar level of trust in different types of organisations as do other people in the APAC region. There is, however, a massive difference by age, with 35+ year olds showing, on average, three times more distrust than 18-34 year olds.

Trust in the police and, in particular, trust in the

national secret services is much lower in Malaysia than elsewhere in the APAC region.

Trust in market research companies not to misuse personal data is higher in Malaysia than in the APAC region in general, but even so just over one-in-four does not trust the industry, whilst only one-in-ten does. As with trust in general, trust in market research companies is lower amongst the over 35’s.

Sensitive data

Malaysians’ attitudes to sensitive data are very similar to the average in the APAC region, although they are less likely to see things such as health records, date of birth, name or email address as sensitive.

* Based on 1013 Interviews with 18+ year old internet users

92%

84%

61%

39%

Malaysia

APAC

average



32%

46%

5%

11%

Malaysia

APAC

average







The police

Local online stores






-20%

-26%

-27%

-27%

-28%

-35%

26%

10%

11%

16%

13%

9%





NTI *


“trusting very much” MY

+/- vs. APAC

avg.

6 -10

-16 5

-16 4

-11 -6

-15 -24

-27 6

Local Commentary by MRSM

“Malaysians are very concerned with how their data is being collected and used. The reason for this concern is because they’re inundated with unsolicited emails, phone calls and text messages by various companies offering different services and products.

It’s a norm to leave business cards or personal information at the registration counter of public events. This makes it quite easy for organisations to obtain personal data from individuals. Prior to the implementation of the Personal Data Protection (PDP) Act in November 2013, the selling and buying of data is readily available.

The lower trust in the police and secret service is due to the negative perception by the public that these institutions uses highhanded tactics in carrying our their duties. This has directly influenced their opinion that their data might be misused.

The trust with market research companies is partly the result of the permission asking practice adopted by market research companies and the non-aggressive nature where we approach consumers and the public.”

Malaysia

Malaysia: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


74%

62%

62%

52%

49%

38%

23%

19%

18%


Passport number


Your salary


Health records

Your date of birth

Your email address

Your name

APAC average MY

MRSM is the national association of market research organisations in

Malaysia.


the MRSM and its members.

http://www.mrsm.org.my/

New Zealand - 3 key highlights

New Zealanders show a relatively high level of trust in the police and local banks

Trust in the market research industry is relatively low, especially amongst 18-24 year olds, who are just as likely to trust social media companies

The degree of trust is much lower amongst the over 45’s

New Zealand Summary of findings


Around half of adults* in New Zealand say they are unfamiliar with how their personal data is collected and used, which is in-line with the APAC average.

Females aged 35-54 years old and the lower educated are even less familiar than this.

Less than one-quarter, however, say they are very concerned about how their data is collected and used, although the proportion does rise to as high as 40% amongst 55-64 year olds.


People in New Zealand show less trust on this issue than people in APAC on average, but are slightly more trusting than Australians. Relative to other APAC countries, New Zealanders are much less trusting towards social media companies and foreign media companies, internet search companies and the secret services (both foreign and national). In contrast people in New Zealand show a relatively high amount of trust in the police and local banks.

Overall 18-24 year olds are more trustworthy, with trust decreasing significantly after the age of 45.

Trust in the market research industry is slightly

below the APAC average, with one-third indicating low trust and 7% high trust. Relative to trust in other types of organisation, 18-24 year olds have a low trust in market research companies, with this age group showing an almost similar level of trust in social media companies.

Overall, however, social media companies are much less trusted than market research companies, with just under six-in-ten people in New Zealand not trusting them on this issue, with this figure rising to 68% amongst males 55+.

Sensitive data

New Zealanders are much more likely to consider health records to be sensitive data than people in other APAC countries, with this data ranked second out of 29 on sensitivity. One’s voice signature is also considered relatively sensitive in New Zealand.

In contrast, New Zealanders are less concerned about things they do not consider to be particularly sensitive, such as loyalty programme data, vehicle registration data, mobile phone number and one’s location via mobile signal, or even one’s home address.


79%

84%

28%

39%

New

Zealand

APAC

average



47%

46%

10%

11%

New Zealand

APAC

average







The police

Local banks







Weibo, Weixin)


-12%

-12%

-29%

-32%

-40%

-53%

-56%

-57%

42%

35%

22%

7%

4%

6%

1%

2%





NTI *



NZ+/- vs. APAC

avg.

30 14

23 14

-7 -16

-25 -5

-36 -17

-47 -13

-55 -21

-54 -23

New Zealand

Local Commentary by Research Association New Zealand

““Possibly New Zealanders are less trusting of social media, foreign media companies etc. because over the past few years stories such as, the UK phone hacking, and more recent hacked nude photos of celebrities; have had a ‘rub-off’ effect on other ‘media’ companies/industries.”

“The media regularly covers stories about accidental data breaches in the public sector, including release of health records, which is probably why we’re sensitive about that course.”

“Banks (basically Australian-owned) may be more trusted because there were few instances of their malpractice in 2008/09 owing to their conservative behaviour practices, which was similar with Canadian banks.”

“Our willingness to trade personal information for personal benefit (most notable in loyalty programmes, but also in the use of location based services from our mobile phones), and little or no history of this information being misused, means that we are not all that sensitive about that sort of data.”

“Regarding our relatively low trust of social media, in some countries, social media is looked to as a more trustworthy source of what’s going on versus state controlled media. We don’t particularly trust our media, but we don’t see social media as a primary source of news (yet).

“The whole local intelligence services stories, around the election time, means that we’re highly sensitive about spying, internal and external. The fact that we fiercely guard our independence – dating back to the Nuclear-Free NZ policy – means that we’re much more sensitive about foreign involvement in using our data.”


Trust in search engine companies such as Google/Bing

Both New Zealand and Australia are in the bottom 10 is a reflection of our population being relatively well informed about privacy issues, and particularly about the use of personal information.

Social media (e.g Facebook, Twitter, Weibo, Weixin)

This is probably a function of the level of engagement in social media – in New Zealand, penetration is high (particularly Facebook) and people are very conscious of how marketers (and others) use the information from social media to market to them.

In some countries, social media is looked to as a more trustworthy source of what’s going on versus state controlled media. We don’t particularly trust our media, but we don’t see social media as a primary source of news.

Trust in local media companies

New Zealand media companies (TV, press and magazine) have been labelled ‘Gotcha media’ companies, for their approach to many issues.

When the election was on, the opposition parties were making a great deal of ‘noise’ about the growing ‘dangers’ of foreign-ownership of our national assets and possible US government access to our private data, and this may have had a ‘rub-off’ impact.

Trust in foreign media companies

The past few years media stories reported in New Zealand, such as UK phone hacking and the more recent hacked nude photos of celebrities; have had a ‘rub-off’ effect on other ‘media’ companies/industries.

Trust in foreign on-line stores

New Zealanders use of online stores, is probably quite high. Use of foreign stores is very common – so much so that New Zealand Post has set up a mechanism for enabling us to buy from stores that don’t deliver outside the US!

Trust in Retailers with loyalty programmes

New Zealanders LOVE loyalty programmes, and have always been willing to make the trade of personal information for free stuff.

Our willingness to trade personal information for personal benefit, most likely due to little or no history of this information being misused, means that we are not all that sensitive about that sort of data.


Trust in Credit card companies

Credit card companies in New Zealand are, by in large, well regulated.

Penetration of credit cards is MUCH higher than in many countries, as the income threshold for having a credit card is much lower – it is common for university students to have a credit cards for example, as part of their student banking package.

Trust in local banks

The New Zealand banking industry is well regulated, and well run. Our banks did not engage in the practices that caused the global financial crisis, and our banks are a major employer on a nationwide basis.

New Zealand has a low corruption index, and our banks did better during the global financial crisis than others.

NEW ZEALAND – Additional local insight on the results

New Zealand: How sensitive different types of data considered to be: Top + those with most variation from the APAC average


82%

71%

70%

63%

60%

38%

36%

28%

22%

14%


Health records

Passport number



Your home address




information


APAC average NZ

RESEARCH ASSOCIATION NEW ZEALAND is

a professional body specifically for

people who work with, are involved with,

or who are interested in market research


the Research Association and its

members.

http://www.researchassociation.org.nz/

Singapore- 3 key highlights

People in Singapore are very concerned about possible misuse of their personal data

People in Singapore tend to trust the authorities, and distrust foreign organisations on this issue

Trust in the market research industry on this issue is low, in particular amongst younger adults

Singapore Summary of findings


People* in Singapore are relatively familiar with how their personal data is collected and used, with only 6% very unfamiliar, compared to 11% across the region on average. 55-64 year olds and the lower educated, however, are much more unfamiliar with the issue.

In contrast, concern is extremely high in Singapore with almost as many as six-in-ten very concerned about how their data is collected and used. This figure is even higher amongst 35+ year olds, especially so amongst females aged 35-54 years old.


People in Singapore show slightly less trust on this issue, especially with respect to foreign organisations…. banks, on-line stores, media companies and secret service organisations. They also have a relatively low level of trust in internet search companies.

In contrast people in Singapore show a much higher level of trust in the police and the government than do people elsewhere in the region.

Trust in market research in Singapore is much lower than in the region on average, with as many as four-in-ten distrusting market research companies and only 5% trusting them.

Whilst 18-34 year olds show a higher level of trust on this issue in general than older persons, this is not the case with respect to trust in market research companies, and this age group does not distinguish between market research companies and social media companies on trust with personal data.

Sensitive data

Singaporeans are very close to the APAC average in terms of which types of data they consider to be sensitive. The major exception is salary, which people in Singapore are much more likely to consider sensitive information, ranking this item 4th out of the 29 data items surveyed on sensitivity.

* Based on 1008 Interviews with 18-64 year olds.

94%

84%

57%

39%

Singapore

APAC

average



39%

46%

6%

11%

Singapore

APAC

average





% “not at all familiar” / % “not at all + not very familiar”


The police

Foreign banks


Internet search co.'s (e.g

Google, Bing)


Foreign secret service

organisations



-9%

-9%

-34%

-39%

-42%

-50%

-51%

-53%

46%

46%

10%

5%

6%

4%

5%

3%





NTI *



SG+/- vs. APAC

avg.

37 29

36 20

-24 -12

-34 -14

-37 -18

-46 -13

-46 -12

-50 -16

Singapore

Singapore: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


77%

69%

68%

61%

57%

57%

31%

15%


Passport number


Your salary


Criminal record


information


APAC average SG

The MRSS is the national association of

market research in Singapore.

Click on the logo to find out more about the MRSS and its members.

http://www.mrssingapore.org.sg/

Thailand - 3 key highlights

Thais* claim to be less familiar and less concerned with the issue of how their personal data is collected and used

They are therefore much more trusting. Relatively they are more trusting of social media companies than market research companies

Thais’ trust in the police on this issue is low

*A different sampling method was used in Thailand. See the technical appendix for details.

Thailand Summary of findings


People* in Thailand are much less familiar with how their personal data is collected and used than people in other APAC countries on average, with over half saying they are unfamiliar and over one-fifth saying they are very unfamiliar. Unfamiliarity is relatively higher amongst both those with lower educated and those with lower incomes.

Four-in-ten Thais are very concerned about how their data is collected and used, but overall there is slightly less concern, with 73% claiming to be very/fairly concerned versus 84% in the region on average. Concern is relatively high amongst young adults, especially students.


On average people in Thailand are much more trusting than people in other the APAC countries, for example having a much higher level of trust in social media and internet search companies, internet and mobile operators, as well as foreign media companies.

The only exception is the police, which is much less trusted in Thailand than elsewhere, with as many at one-in-three Thai’s showing a low trust in the police.

Trust in market research companies is also higher in Thailand than elsewhere in the region, with 17% showing a high level and 23% a low level of trust in the industry on this issue. Trust in the market research industry is relatively low amongst the over 35’s and those with higher education.

Trust in social media companies stands out in Thailand compared to other APAC countries in that it is higher than the trust in market research companies, and this is particular so amongst 18-34 year olds and the higher educated.

Sensitive data

People in Thailand are less likely than people in other APAC countries to consider various types of data to be sensitive.

Relatively, data such as IP addresses, location via mobile phone signals and mobile phone numbers are ranked as more sensitive in Thailand than in other APAC countries, with one’s IP address being considered as sensitive as even passport information or a retina scan.

* Based on 1000 Interviews with 18+ year old internet users. A different sampling method was used in Thailand. See the technical appendix for details.

73%

84%

38%

39%

Thailand

APAC

average



54%

46%

23%

11%

Thailand

APAC

average









Social media (e.g Facebook, Twitter, Weibo,

Weixin)


Internet operators


The police

-18%

-20%

-22%

-23%

-23%

-24%

-31%

26%

30%

24%

17%

20%

18%

21%





NTI *


“trusting very much” TH

+/- vs. APAC

avg.

8 24

9 28

2 33

-5 15

-3 22

-6 28

-10 -26

Local Commentary by TMRS

“The Thai market research industry is seen as a trusted source of information.

However, with the mix up with the commercial polls which sometimes give questionable reports, the trust level of market research is not as high as it should be.

The 3 key mobile phone operators have a good image, the management teams are seen as good brand ambassadors. There have not been any case where consumers feel insecure with their personal data been given to the mobile phone operators.

Similar to mobile phone operators, there have been no evidence making consumers feel insecure with information provided to the internet operators. Some are the same companies as mobile phone operators.

The key players in retail market own an international image which is well accepted by Thais. Thais do not think they will use their personal information in a negative way, mainly the customised promotion campaigns which are beneficial to them.

Most Thais admire the foreigners. Therefore, foreign brands including banks are well trusted in their professionalism.

Due the long political unrest, the police are seen as supporting one political party. Additionally, there are various evidences that the police commit corruption on a daily basis.”


Thailand

Thailand: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


41%

35%

35%

34%

30%

30%

28%

27%

24%

23%

22%

20%

20%

19%

16%

16%


Passport number





Your home address


Criminal record

Your salary

Vehicle registration…

Your date of birth


Health records


Sexual orientation

APAC average TH

The TMRS is the national association of

market research in Thailand.

Click on the logo to find out more about the TMRS and its members.

http://www.tmrs.or.th/

Taiwan - 3 key highlights

People in Taiwan have an average degree of familiarity and concern

People in Taiwan tend to be less trusting than average

Trust in the government, local banks, local media and mobile phone operators on this issue is particularly low.

Taiwan Summary of findings


Around half of adults in Taiwan are not familiar with how their personal data is collected and used, whilst just under four-in-ten are very concerned about this issue

Both proportions are similar to the APAC average.

Concern is particularly high amongst 55-64 year olds, especially males.


On average people in Taiwan are less trusting on this issue than people in the APAC region on average. This is particularly so with respect to the government, local banks, local media companies and mobile phone operators.

Trust, in general, is lowest amongst 35-54 year olds, especially 45-54 year olds, whilst in contrast the higher educated are more trusting.

Trust in market research in Taiwan is similar to the APAC average, with 28% not trusting the industry and 7% trusting it highly.

Social media companies are slightly less trusted than market research companies, with trust being much lower amongst females than males.

Sensitive data

People In Taiwan consider the same types of data to be sensitive as do people in the APAC region on average, although in general more Taiwanese are likely to consider any given type of data to be sensitive.

* Based on 992 Interviews with 18-64 year old internet users.

80%

84%

37%

39%

Taiwan

APAC

average



47%

46%

7%

11%

Taiwan

APAC

average








Local banks





Internet operators



-21%

-21%

-24%

-25%

-28%

-35%

-37%

-42%

24%

18%

18%

14%

7%

7%

6%

4%





NTI *



TW+/- vs. APAC

avg.

3 -6

-3 -12

-6 -14

-12 -7

-21 -1

-28 -12

-31 -6

-39 -13

Taiwan

Taiwan: How sensitive different types of data considered to be: Top 5 + those with most variation from the APAC average


80%

77%

71%

66%

57%

56%

56%

36%

26%



Passport number






Sexual orientation

APAC average TW

The CMRS is the national association of

market research in Taiwan.

EUROPE

Europe - 3 key highlights

Europeans tend to be less concerned than average

Trust in the police is higher than in the other regions, but otherwise trust in different organisations is slightly lower

Trust in social media companies on this issue is particularly low

EUROPE Summary of findings


Four-in-ten in Europe are not familiar with how their personal data is collected and used, and one-in-four are very concerned about the issue.

Concern is much lower in Europe than in the other regions.

Unfamiliarity is relatively higher amongst females, as well as amongst the lower education, whilst the degree is concern is similar across sex and age groups, but is higher amongst those with lower incomes.


On average people in Europe show less trust in many different types of organisations than people in the Americas or the APAC region, with the major exception being trust in the police, whom Europeans trust significantly more on this issue. In particular there is distrust in many types of foreign organisations, such as foreign banks, on-line stores, and media companies, as well as internet search and social media companies.

Trust in the market research industry in the region is similar to the global average, with three-in-ten not trusting the industry and one-in-ten trusting it highly.

Trust in the industry is higher amongst 18-34 year olds than older persons, but this is typical of trust on this issue in general.

Social media companies are much less trusted than market research companies, with one-in-two not trusting them not to misuse their personal data. As many as 45% of 18-34 year olds show low trust, which compares to 25% of this age group showing low trust in the market research industry. In fact, relatively to their average level of trust in different organisations, 18-24 year olds in Europe actually trust social media companies less than average on this issue.

Sensitive data

Many types of data are considered as more sensitive in Europe than in the other regions. This particularly so of healthcare records, which as many as 76% consider sensitive, and criminal records data is also considered to be relatively more sensitive in Europe than elsewhere.

Other types of data, which are considered more sensitive in Europe than in the Americas or the APAC region, include sexual orientation, political affiliation and religion.

40%

40%

8%

6%

GLOBAL

average

EUROPE

average


81%

74%

36%

25%

GLOBAL

average

EUROPE

average








The police



Foreign banks

Internet search co.'s (e.g

Google, Bing)





Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the Global average)

-14%

-29%

-29%

-38%

-42%

-48%

-51%

-53%

38%

19%

11%

8%

6%

4%

3%

4%



NTI *

(net trust index)

% “trusting very little” / “trusting very much”



Europe+/- vs. Global

avg.

24 10

-11 -6

-19 2

-29 -8

-36 -9

-44 -6

-48 -7

-49 -9

Local Commentary by EFAMRO

“The relatively stable social and political environment within most parts of Europe may be one of the reasons why there is less concern about how personal data is collected and used in Europe, than in other parts of the globe which have suffered significant political and social upheaval. This may also be a factor in the continuing European confidence in the Police.

In contrast, when it comes to social media Europeans are much less trusting. A May 2014 ruling by the EU Court of Justice gave individuals the “right to be forgotten”, by asking search engines like Google to remove certain results about them. So far, over half a million URLs have been evaluated for removal with over 170,000 requests having been received.

Post 2008, financial institutions across Europe have been rocked by corporate collapses with banks in countries such as the UK, Ireland, Germany, Portugal and the Netherlands, all affected. These failures have resulted in a significant lack of trust in banks.”

EUROPE

EUROPE: How sensitive different types of data considered to be: Top 5 + those with most variation from the Global average


80%

76%

70%

67%

66%

42%

31%

30%

25%


Health records

Passport number


Criminal record

Sexual orientation

Political affiliation


information

Your religion

GLOBAL average EUROPE average

EFAMRO is the European market

research federation.

Click on the logo to find out more

about EFAMRO and its members.

http://www.efamro.com/

Germany - 3 key highlights

Germans are less concerned than Europeans on average about possible misuse of their personal data

Trust in the market research industry on this issue is stronger in Germany than in any of the other countries surveyed

Germans show a low level of trust in social media companies and foreign secret service organisations

Germany Summary of findings


Over half of Germans* claim to be unfamiliar with how their personal data is collected and used, which is significantly more than the European average (40%). Unfamiliarity is relatively higher amongst those on low incomes, as well as females, especially those aged 18-34 years old.

In contrast, Germans are less concerned than average about the issue , with six-in-ten at least somewhat concerned and only 15% very concerned (versus 74% and 25% respectively on average in Europe).


Trust in the market research industry in Germany stands out in Europe, and indeed, around the globe, as it is the only country where the industry has a positive net trust index.

One-in-five Germans have a high level of trust in the market research industry and only 15% a low level of trust (compared to 11% and 29% respectively on average in Europe).

Additionally Germans are more likely than average to trust their government on not misusing their personal data, but in contrast, they are not so likely to trust

secret service organisations (neither national nor foreign ones).

Whilst older people show a lower level of trust in general, the reverse is true with respect to the market research industry, with a very high level of trust amongst 35-44 year olds as well as 65+ year olds, but even amongst 18-24 year olds the net trust index in the industry is neutral.

Social media companies have a low level of trust in Germany, and amongst the countries surveyed only in France is there a higher level of distrust. Distrust in social media companies is particularly high amongst 18-24 year olds, as well as the over 55’s.

Sensitive data

When it comes to which types of data are considered sensitive, the opinions of Germans do not vary greatly from those of Europeans in general.

One exception, however, is criminal records, which Germans are more likely to see as sensitive, ranking 3rd out of the 29 types of data, and Germans are also more likely to see one’s picture, name and sexual orientation as sensitive.

* Based on 1005 Interviews with 18+ year olds

60%

74%

15%

25%

Germany

EUROPE

average



53%

40%

7%

6%

Germany

EUROPE

average







Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the EUROPE average)

-15%

-17%

-39%

-44%

-60%

-67%

21%

29%

13%

5%

3%

3%



NTI *








Foreign banks



Foreign secret service

organisations

DE+/- vs.

Europe avg.

6 25

12 15

-27 -16

-39 -10

-57 -8

-64 -17

Local Commentary by ADM

“Among all surveyed countries market research companies in Germany performed best concerning trust. Germany is the only country with a positive balance. At the same time trust in nearly all other surveyed organizations in Germany is amongst the lowest. Therefore trust in market research is by far most significant compared to trust in other organizations in Germany. Why?

Almost all other surveyed organizations were affected by data leaks / data protection scandals, but not yet the area of market research. Besides this the field of market research is highly regulated – including by the so-called German Declaration. These data protection guarantees were also announced and communicated through a common public initiative of all Market Research associations in varying ways and thus made public and known to the population.

For trust clear regulations, comprehensive communications and (therefore) no data protection scandals are required. With respect to real-time research, Big Data and a world of algorithms ensuring that status is a challenging as well as essential task.”

Germany

GERMANY: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


81%

79%

75%

66%

66%

49%

46%

33%

14%


Health records

Criminal record


Passport number

Sexual orientation


Your name


EUROPE average DE

ADM Arbeitskreis Deutscher Markt- und

Sozialforschungsinstitute e.V. is a business association which represents the interests

of private-sector market and social

research agencies in Germany.


the ADM. and its members.

http://www.adm-ev.de/

Spain - 3 key highlights

The Spanish claim to be more familiar AND more concerned about personal data use

The Spanish show a relatively higher trust in market research companies compared to social media companies on this issue

The Spanish are likely to see data as sensitive, for example location data, as well as labelling data such as political affiliation

Spain

Summary of findings


People* in Spain say they are highly familiar with how their personal data is collected and used, and they are much more concerned than average, with almost half very concerned about the issue (compared to only one-quarter in Europe on average).

Whilst familiarity is at a high level overall, it is less so amongst the over 55’s and the lower educated. Concern is also high amongst the uneducated, but in addition is much higher than average amongst 18-24 year olds.


People in Spain show a somewhat higher level of trust in different organisations on this issue than Europeans on average. Their trust in foreign organisations is higher, for example they are more likely to trust foreign media companies, foreign on-line stores and foreign banks. The Spanish also show more trust in retailers with loyalty cards, as well as the police and their government.

Trust in the market research industry in Spain is also higher than in Europe on average, with 13% showing high trust and one-quarter low trust. Trust in the

market research industry is particularly strong amongst 18-34 year olds, and the net trust index even turns positive amongst younger males.

Social media companies are much less trusted than market research companies, with over four-in-ten not trusting the former not to misuse their personal data, and this low level of trust is found irrespective of age, sex or degree education, for example.

Sensitive data

The Spanish are somewhat more likely than average to see different types of data as sensitive. One clear example of this is location data via mobile phones, which ranks 5th out of 29 in Spain compared to 10th in Europe on average.

People in Spain are also more likely to see political affiliation, union membership and vehicle registration data as sensitive.



87%

74%

47%

25%

Spain

EUROPE

average


28%

40%

3%

6%

Spain

EUROPE

average







-13%

-20%

-25%

-26%

-33%

-41%

-41%

44%

16%

13%

25%

11%

4%

4%



* NTI = % giving a high rating (6 or 7) - % giving a low rating (1 or 2) on a 7-point scale

The police




Foreign banks




NTI *


“trusting very much” ES

+/- vs.

Europe avg.

32 8

-5 12

-12 7

-1 10

-22 7

-37 7

-37 11

Spain

Spain: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average

% considering to be

“sensitive personal data” 82%

75%

72%

65%

58%

41%

40%

40%

30%

25%


Health records

Criminal record




Vehicle registration information

Union membership


Your date of birth

EUROPE average ES

Finland - 3 key highlights

The Finns are not so familiar with the issue

And they trust different organisations on appropriately using their personal data more than the European average, especially the police

Relatively trust in market research organisations is, however, low

Finland

Summary of findings


Over half of Finns* claim to be unfamiliar with how their personal data is collected and used, which is more than the European average, and only 15% is very concerned about the issue compared to 25% on average in Europe.

Females and those on low incomes tend to be less familiar, whilst 18-34 year old males are most familiar. The level of concern does not vary significantly across demographics.


On average, the Finns are the most trusting people in Europe on this issue, especially being trusting of the police, the government, credit card companies and local banks.

Trust is particularly high amongst young people and the higher educated, but relatively low amongst 35-54 year old males.

Trust in the market research industry in Finland is slightly lower than in Europe on average despite the overall level of higher trust.

31% show low trust, and only 8% high trust in the market research industry. Trust is lower amongst the higher educated despite their generally high level of trust, and is also relatively low amongst 35-54 year olds.

Trust in the market research industry is, however, higher than trust in social media companies, with over one-in-two not trusting the latter not to misuse their personal data.

Sensitive data

People in Finland are much less likely than Europeans on average to consider different types of data as sensitive, the only major exception being the personal identification (social security) number which is ranked no.1 out of the 29 types of data surveyed.



72%

74%

15%

25%

Finland

EUROPE

average


56%

40%

5%

6%

Finland

EUROPE

average






-8%

-10%

-14%

-15%

-17%

-20%

-23%

-31%

57%

38%

29%

31%

15%

15%

14%

8%




The police

Local banks



Local online stores





NTI *

(net trust index)


“trusting very much” FI+/- vs.

Europe avg.

49 25

28 23

15 23

16 19

-2 14

-5 12

-9 16

-23 -4

Finland

Finland: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


78%

78%

72%

71%

69%

41%

35%

30%

22%

21%

18%

17%

15%



Health records

Passport number

Criminal record

Your salary


Your home address





information

Your email address

EUROPE average FI

The SMTL (FAMRA) is the national

association of market research

companies in Finland.


the SMTL and its members.

http://www.markkinatutkimusliitto.fi/famra_in_english

France - 3 key highlights

The French are the least trusting in Europe on this issue

Trust in financial institutes is low, as is trust in the police

The French have a very low level of trust in social media companies to use their personal data appropriately

France Summary of findings


One-in-two people* in France claim to be familiar with how their personal data is collected and used, which is less than the European average, and overall, concern about the issue is lower in France than on average.

The lower educated and those with lower incomes are less familiar with the issue, whereas concern is particularly high amongst students.


On average, the French are the least trusting people overall of the nine European countries surveyed. Their trust on this issue is relatively low in banks (both local and foreign) as well as credit card companies. Their trust in foreign online stores and social media companies is also very low, and the French have relatively low trust in the police.

On average the over 35’s show less trust on this issue than younger adults, with trust particular low amongst the 55+ year olds.

Trust in the market research industry in France is slightly lower than the European average, with as many as 34% showing low trust, compared to only 8% with high trust.

Trust in the market research industry is relatively high amongst 18-24 year olds amongst whom its net trust index is almost neutral.

Social media companies, although highly distrusted overall on this issue in France have a reasonable level of trust amongst 18-34 year old males.

Sensitive data

On the most sensitive types of data, the attitudes of the French do not differ greatly from the European average, but on some “less sensitive” types of data they are less likely to see the data as sensitive. This is particularly true for one’s voice signature, but one’s date of birth, home address, salary and religion are considered to be not so sensitive in France.



64%

74%

24%

25%

France

EUROPE

average


49%

40%

11%

6%

France

EUROPE

average







Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the European average)

-17%

-23%

-30%

-34%

-35%

-48%

-60%

-66%

27%

16%

14%

8%

10%

6%

4%

3%





The police

Local banks




Foreign banks







FR+/- vs.

Europe avg.

10 -14

-8 -13

-16 -13

-26 -7

-26 -18

-42 -13

-56 -12

-63 -14

France

France: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average

% considering to be


77%

71%

68%

66%

44%

34%

33%

26%

25%


Health records

Passport number

Criminal record


Your salary

Your home address

Your religion

Your date of birth


EUROPE average FR

Ireland - 3 key highlights

The Irish are more concerned than average about possible misuse of their personal data

Trust in the police on this issue is very low in Ireland compared to other European countries

Trust in the market research industry on this issue is particularly low

Ireland Summary of findings


Half of people* in Ireland are unfamiliar with how their personal data is collected and used, which is a somewhat higher proportion than in Europe on average. Females over 55 and the lower educated are even less familiar with the issue.

The Irish are significantly more concerned than average about how their data is collected and used, with one-third very concerned about this issue.

The level of concern increases with age, from a low of 27% amongst 18-34 year olds to as high as 45% amongst females aged 55+.


The Irish show an average level of trust in different types of organisations on this issue compared to other Europeans. They are somewhat more likely to trust their government, local banks, on-line stores and internet operators, but are much less likely than other Europeans to trust the police.

The Irish are also much less likely to trust market research companies, with over one-third distrusting the industry and only 8% trusting it a lot.

Trust in the industry is higher amongst 18-34 year olds than older persons, but this is typical of trust on this issue in general. Trust is particularly strong amongst 18-24 year olds, amongst whom the net trust index is almost neutral, whilst in contrast, amongst females aged 35-54 years old, the trust index is as low as -40.

Compared to the market research industry, people in Ireland show a lower trust social media companies, with both 18-24 year olds and 65+ year olds showing the highest level of distrust on this issue.

Sensitive data

Many types of data are considered slightly less sensitive by the Irish, with one’s criminal record and one’s political affiliation considered considerably less sensitive than by the Irish than by Europeans on average.



78%

74%

34%

25%

Ireland

EUROPE

average


49%

40%

12%

6%

Ireland

EUROPE

average









-20%

-29%

-35%

-35%

-36%

-42%

-46%

30%

19%

10%

8%

15%

4%

4%



The police

Local banks





Internet operators


NTI *


“trusting very much” IE

+/- vs. Europe

avg.

11 -14

-10 7

-25 -6

-27 -16

-20 9

-37 7

-42 6

Local Commentary by AIMRO

“The lack of understanding on how personal data is collected and used in Ireland demonstrates the need for organisations here to be more clear on how data is used. This in turn will help to overcome the higher than average concern over the issue.

The survey in Ireland has been conducted after a period where question marks around trust in the Garda generally has been raised in a couple of high profile cases, widely reported across the media. This helps to somewhat explain the poor levels of trust in this establishment to misuse of personal data when compared to the European average.

The same cannot be said for market research companies in Ireland, and it is clear that more needs to be done by the industry in Ireland to educate and re-assure the people of the industries credentials in looking after their personal data. “

Ireland

Ireland: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


82%

75%

72%

69%

60%

59%

56%

53%

46%

36%

30%

21%

21%

21%

19%

18%

16%


Passport number

Health records



Your salary

Criminal record



Sexual orientation



Your name

Union membership

Your religion

Posts by others about you…


EUROPE average IE

AIMRO is the representative body for the

major market research companies in

Ireland.


the AIMRO and its members.

http://www.aimro.ie/

Italy - 3 key highlights

The Italians claim to be very familiar about the issue AND are very concerned

Relative to trust in other organisations, trust in market research companies is very strong in Italy

Trust in the authorities, as well as local banks and retailers is very poor

Italy Summary of findings


A very high eight-in-ten people* in Italy claim to be familiar with how their personal data is collected and used, which is well above the average of six-in-ten in Europe.

In addition to being more familiar with the issue, Italians also show higher concern, with 35% very concerned, compared to 25% in Europe on average.

Concern is very high amongst females aged 35-54 years old, but is also higher than average amongst 18-24 year olds.


On average people in Italy show the same amount of trust in organisations as Europeans on average. Relatively, however, they have less trust in their national intelligence services, as well as their government, Italian banks and retailers with loyalty cards.

In contrast, Italians show more trust than average towards market research and social media companies, with 15% of Italians having a high trust in market research companies and 25% low trust.

Trust in market research companies is significantly higher amongst 45-64 year olds, and is also reasonably high amongst 18-24 year olds.

Sensitive data

Italians are much more likely than average to see many types of data as sensitive. Examples of this include mobile phone numbers and salary data, which are ranked 4th and 5th out of 29 respectively on sensitivity.

Also one’s home address and voice signature are considered to be very sensitive by people in Italy.



83%

74%

35%

25%

Italy

EUROPE

average


19%

40%

1%

6%

Italy

EUROPE

average







-24%

-25%

-31%

-34%

-40%

-44%

15%

18%

18%

8%

12%

6%






Local banks







NTI *



IT+/- vs.

Europe avg.

-10 9

-7 -12

-12 -9

-27 -10

-28 -17

-38 11

Local Commentary by ASSIRM

“The difference between Italian and European average on “familiarity and concern about the issue” and “trust in organisations”, highlights that in Italy a deep concern stands against a greater awareness on personal data collection and usage. It is possible to seize on the sensation of distrust that permeates, over the years, Italian society in respect to Public administration, social organizations and economic system and therefore is more difficult, for Italy, to face this critical period.

Banks – local and foreign – retailers with loyalty cards, Government, secret services raise, in effect, a suspicion above the average. Social media, on the other hand, are not considered directly connected to the “system”: this creates a minor indifference; market research are more legitimized probably since having an actual fact-finding function, relative to product and services.

A state organization that in Italy, instead, is considered more reliable than the European average is the police. There is a need for protection that buds from deep insecurity: a situation that characterizes currently our country.

Due to the reasons pointed out above, Italians are much more likely to consider data as sensitive than the European average, on all the survey items: starting from health, to home address, birth place, loyalty program data, comes to light the defense of the private citizen before that of the privacy.”

Italy

Italy: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


86%

85%

75%

75%

74%

73%

70%

62%

53%

52%

51%

46%

42%

42%

39%

Health records


Passport number


Your salary


Your home address


Your email address

Your name


Posts by others about you…

Where you were born


Posts you make about…

EUROPE average IT

ASSIRM is the national association of

market research organisations in Italy.

Click on the ad to find out more about

ASSIRM and its members.

http://www.assirm.it/en/directory.php

The Netherlands - 3 key highlights

The Dutch are pretty laid back about the issue

They have a higher level of trust in many different organisations

Trust is lower amongst the over 55’s

The Netherlands

Summary of findings


Only three-in-ten people* in the Netherlands are not familiar with how their personal data is collected and used, which is significantly lower than the average four-in-ten in Europe.

Unfamiliarity increases with age and decreases with education.

The Dutch are the least concerned in Europe about how their data is collected and used, with only 6% very concerned, compared to an average of 25% overall in Europe.


On average, people in the Netherlands are more trusting of organisations on this matter than in Europe on average. This high trust can be seen with respect to national and foreign secret services, as well as to different types of foreign organisations such as banks, on-line stores, media and social media companies. Also their trust in internet operators is relatively high.

Overall, trust is relatively high amongst 18-24 year olds, but decreases significantly amongst 55+ year olds.

Trust in the market research industry is also marginally

higher in the Netherlands than in Europe on average, with 10% trusting and 24% not trusting the industry.

Trust in the market research industry does not vary much by age group, but is significantly higher amongst males than females. In contrast those on higher incomes show a lower trust in the market research industry.

Sensitive data

The attitudes of people in the Netherlands do not vary greatly from the average in Europe when it comes to which types of data are considered to be most sensitive.



64%

74%

6%

25%

The

Netherlands

EUROPE

average


31%

40%

2%

6%

The

Netherlands

EUROPE

average







-22%

-24%

-26%

-27%

-38%

-41%

-41%

-44%

23%

10%

8%

9%

2%

2%

7%

3%







Internet operators

Foreign banks





Weibo, Weixin)

Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the EUROPE average) NTI *



NL+/- vs.

Europe avg.

1 12

-14 5

-18 11

-18 11

-35 9

-39 9

-34 13

-41 8

The Netherlands

The Netherlands: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


78%

71%

68%

67%

67%

63%

26%

21%

20%

19%

16%

11%

Health records


Passport number


Criminal record

Your salary

Your date of birth

Your name

Your religion

Union membership

Posts by others about you in

SoMe

Posts you make about

yourself in SoMe

EUROPE average NL

The MOA (Center for Information Based

Decision Making & Marketing Research)

is an association of companies and

institutions, which engage in marketing

research and marketing intelligence. In

the Netherlands.


MOA and its members.

http://www.moaweb.nl/english

Sweden - 3 key highlights

The Swedes are not very concerned by this issue

Their trust in their national secret services and local banks is very strong

Relative to both trust in other types of organisations, as well as to other countries in Europe, trust in the market research industry on this issue is low

Sweden

Summary of findings


Four-in-ten people in Sweden are not familiar with how their personal data is collected and used, which is in line with European average, but only just over one-in-ten is very concerned, which is far below the European average (one-in-four).

Unfamiliarity is relatively high amongst females aged 35-54 years old, whilst concern is relatively high amongst 18-24 year olds.


Swedes are more trusting than Europeans in general towards different types of organisations on this issue, in particular towards their national intelligence services and Swedish banks. Foreign banks and the police are also somewhat more trusted in Sweden than elsewhere.

Trust in general is much higher amongst 18-34 year olds than older people.

Trust in the market research industry in Sweden stands out as being relatively low, even in comparison to other European countries, with as many as one-third not trusting market research companies and only 8% trusting them highly.

As with trust in general, trust in the market research industry is higher amongst 18-34 year olds, especially males, and it is low in both absolute and relative terms amongst 65+ year olds, as well as the higher educated.

Trust in social media companies on this issue is on a much lower level, with one-in-two Swedes having a low level trust. In terms of demographics, trust in social media companies follows a similar pattern to trust in market research companies, although females aged 35-54 are very distrusting in social media companies to not misuse their personal data, which is not the case with respect to market research companies,

Sensitive data

The Swedes are much less likely than Europeans on average to see data as sensitive. This is particularly so with respect to things like salary, home address and one’s mobile phone number.



67%

74%

13%

25%

Sweden

EUROPE

average


40%

40%

7%

6%

Sweden

EUROPE

average






-12%

-13%

-21%

-21%

-29%

-31%

-34%

36%

43%

29%

32%

11%

8%

8%





Local banks

The police



Foreign banks

Internet operators



NTI *


“trusting very much” SE

+/- vs.

Europe avg.

24 19

30 6

8 11

11 22

-18 11

-22 7

-26 -7

Local Commentary by SMIF

“Swedes are not familiar with how personal data is used – in line with EU average. Swedes are not overly concerned with how data is used.

- Comments: Swedes show a high level of trust in public authorities and know that every aspect of their life is somehow tracked by the authorities. I guess they just have to choose to “live with it” and that they trust the authorities are handling the data in the best way.

Swedes more trusting than average. Less trusting to market research and social media companies.

- Comments: Trust in the Scandinavian countries is relatively high compared to rest of world, also to authorities. We trust not everyone can access the data even its collected by public authorities. There is however a difference between public and commercial business.

Swedes less likely to see data as sensitive than Europeans.

- Comment: Personal data is normally public information (address, age, birthday and mobile number) is in any case so not considered as sensitive. Citizens cannot chose to be anonymous in any case (with some exceptions)”

Sweden

Sweden: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


73%

70%

65%

61%

59%

33%

29%

23%

22%

15%

9%


Health records

Passport number


Criminal record

Your salary

Your home address




information

Where you were born

EUROPE average SE

SMIF, Sveriges

Marknadsundersökningsföretag, is the

trade association for all survey

companies operating in Sweden


the SMIF and its members.

http://www.efamro.com/index.php?option=com_content&view=article&id=58&Itemid=275

The UK - 3 key highlights

People in the UK are very concerned about possible misuse of their personal data

They distrust different types of organisations a lot more than in Europe on average, especially foreign ones, but also the police and local media

Trust in the market research industry on this issue is very low

The UK Summary of findings


Four-in-ten adults* in the UK say they are unfamiliar with how their personal data is collected and used, which is in-line with the European average. Females aged 35-54 years old are even less familiar.

In contrast, concern is very high in the UK with 40% very concerned about how their data is collected and used, which compares to 25% in Europe on average. This figure is even higher amongst 35+ year olds, and especially so amongst older females.


On average, people in the UK are less trusting on this issue than people in Europe on average. This is particularly so with respect to the police and market research companies, but also in relation to foreign organisations such as banks, on-line stores and media companies. In additional UK media companies and the government come in for criticism on this matter.

More than four-in-ten do not trust the market research industry, with only 5% showing a high level of trust. Trust is relatively low amongst 35+ year old and females.

Trust in social media companies is slightly lower than trust in market research companies, and again, it is the over 35’s who have significantly lower level of trust in social media companies on this issue.

Amongst females aged 18-34 years old, however, there is no difference in the level of trust afforded to the two industries.

Sensitive data

When it comes to which types of data are seen as sensitive, the opinions of people in the UK do not vary greatly from those of Europeans in general.

One exception, however, is one’s voice signature, which those in the UK are more likely to see as sensitive.


89%

74%

40%

25%

The UK

EUROPE

average



38%

40%

8%

6%

The UK

EUROPE

average







-19%

-29%

-42%

-44%

-47%

-55%

-62%

25%

16%

5%

3%

6%

3%

2%





The police




Foreign banks




NTI *


“trusting very much” UK

+/- vs.

Europe avg.

6 -18

-14 -11

-37 -18

-40 -12

-41 -12

-52 -8

-60 -12

Local Commentary by MRS

“The lack of trust among the UK public was not altogether surprising. There has been a significant amount of media attention devoted to data-related issues. This initially was due to a large number of high profile security breaches, involving the loss of considerable amounts of data about UK citizens; for example the UK tax authorities, HMRC, lost the personal records of all child benefit recipients. In this one instance, 25 million individuals and 7.25 million families were affected.

Compounding these significant security lapses, there have been a number of data programmes that have been badly managed resulting in rising concerns among citizens. An example was the Care.data programme by the UK’s National Health Service, which aimed to combine health data to improve patient care. However, the information campaign was so poorly handled, with fears that the sensitive patient data would be shared with commercial organisations such as insurance companies that the scheme has had to be delayed.

MRS was already aware of the concerns in the UK and this was one of the reasons why in 2013 MRS launched the Fair Data trust mark. Fair Data is a trust mark that enables consumers and citizens to make educated choices about their personal data and organisations which they can safely interact with, knowing that their personal information is safe.

For organisations that are accredited, the Fair Data trust mark, demonstrates a commitment to be ethical, transparent and responsible with data. Launched for all those organisations – public and private sector – which collect and use personal data, Fair Data is becoming a recognisable standard for organisations that can be trusted to ‘do the right thing’ with individuals’ data.”

The UK

Local Commentary by MRS

”On-line stores

The UK was an early adopter, readily accepting transacting on-line. Ecommerce Europe, the European umbrella organisation for 25,000+ companies selling products and services online, reported that the UK dominates the European ecommerce industry with an income of (€96bn) compared with the next best performers of Germany (€50bn) and France (€45bn). The wide scale use and confidence in online transactions is one of the possible reasons for UK citizens being less concerned about data mis-use.

Media companies

The UK is renowned for its ’tabloid journalism’ – both the good and the bad. Latterly politicians and the media have been at odds over the details of a proposed new system of industry self-regulation in England and Wales, as a result of the Leveson inquiry which was set up by the UK Prime Minister to examine the culture, practice and ethics of the press. This was established in the wake of the ’phone-hacking’ scandal by a number of UK newspapers. The overall impact is a continuing diminution of trust in UK media companies.

Even though the British public have concerns about the UK media, they have even less trust in foreign media! This is partly due to the reputation and reassurance of the BBC in the UK, which is still recognised as a unique model of quality journalism.

Foreign banks

The UK has a strong financial sector which employs thousands of people. Many of these banks are foreign-owned. However, the banking crisis of 2008, various banking scandals including wide-spread criticism of ”banker’s bonuses” and the on-going debate about the effectiveness of financial regulation have severely dented confidence in the banking sector, both domestic and foreign.”

The UK – Additional local insight on the results

The UK: How sensitive different types of data are considered to be: Top 5 + those with most variation from the European average


83%

76%

76%

69%

63%

61%

59%

41%

30%

23%

19%

19%

16%


Health records

Passport number



Criminal record


Your date of birth



Your religion


Posts by others about you in

SoMe

EUROPE average UK

http://www.fairdata.org.uk/

AMERICAS

The Americas - 3 key highlights

People in the Americas claim to be more concerned than average about possible misuse of their personal data

Trust in the authorities in very low

Trust is also relatively low in mobile and internet operators in the Americas

AMERICAS

Summary of findings


Less than one-in-three in the Americas claim to be unfamiliar with how their personal data is collected and used, which is much lower than elsewhere, whilst in contrast one-in-two is very concerned about the issue.

Unfamiliarity is significantly higher amongst the over 35’s, whilst the degree is concern is relatively high amongst females, especially those aged 35-54.


On average people in the Americas show much less trust in different types of organisations than people in the Europe or the APAC region, especially in terms of trust of the police and national governments. There is also relatively high mistrust in mobile phone and internet operators in this region.

Trust in the market research industry in the region is also lower than the global average, with just over one-third not trusting the industry and one-in-ten trusting it highly. Trust in the industry is higher amongst 18-34 year olds than older persons, but this is typical of trust on this issue in general.

Social media companies are much less trusted than market research companies, with one-in-two not trusting them not to misuse their personal data, and this is also true amongst 18-34 year olds in the region.

Sensitive data

People in the Americas are similar to the global average in terms of what types of data they consider to be sensitive. The major exception is vehicle registration information which those in the Americas are much more likely to consider to be sensitive. Salary information and location information via mobile phone signals are also considered to be more sensitive in the Americas than elsewhere.

In contrast, people in the Americas are less likely to consider criminal records, sexual orientation or political affiliation to be sensitive.

40%

28%

8%

7%

GLOBAL

average

AMERICAS

average


81%

87%

36%

48%

GLOBAL

average

AMERICAS

average








The police



Retailers with loyalty cards*



Internet operators

Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the Global average)

-32%

-34%

-36%

-36%

-38%

-42%

-44%

22%

17%

10%

9%

18%

9%

7%



NTI *

(net trust index)





Amer-

icas

+/- vs. Global

avg.

-10 -24

-16 -12

-26 -5

-27 -7

-21 -19

-34 -11

-38 -9

Local Commentary by ARIA

“In reviewing data from the Americas it must be taken into consideration two important circumstances. The first is the great public notoriety on the media by recent revelations that some government agencies in countries like the US, Brazil or Mexico have penetrated the intimate territory of people under the premise of protecting national security. The second circumstance is that the Americas certainly makes up a set of less homogeneous countries than it would be in Europe.

This gives context to the results which shows that on this continent there is less trust in institutions such as the police or the national government. Also one has to consider that the older population in some countries still have present memories of excesses committed against human rights in periods of military dictatorship, as well as the current problematic circumstances of some societies where insecurity is a growing public concern.

Moreover, it is noticeable and disturbing the lack of confidence regarding to market research companies, only surpassed by that seen towards the police and the national government. This is a warning to the industry and raises the need to brand and communicate actions for people to change their perception; otherwise it favours increasing difficulties as no response or lack of cooperation from research informants.”

AMERICAS

AMERICAS: How sensitive different types of data considered to be: Top 5 + those with most variation from the Global average


79%

68%

67%

62%

57%

57%

52%

50%

49%

26%

18%


Passport number



Health records

Your salary


Criminal record


information

Sexual orientation


GLOBAL average Americas average

Americas Research Industry Alliance

(ARIA) is an alliance of pan-American

research associations.


ARIA and its members.

http://www.ariaalliance.org/index_main.php

Argentina - 3 key highlights

Trust in market research organisations on this issue is relatively good

Foreign organisations are also relatively well trusted

Trust in the national authorities, local banks and retailers is low on this issue

Argentina

Summary of findings


Two-thirds of people* in Argentina claim to be familiar with how their personal data is collected and used, which is in line with the Americas average.

Half of Argentinians are very concerned about this issue, which is also similar to the average in the Americas. Females aged 35-54 years old show a relatively high level of concern in how their personal data is collected and used.


People in Argentina show an average level of trust in different types of organisations on this issue compared to other countries in the Americas. They have, however, a relatively low level of trust in the police, their government and local banks, as well as retailers.

Argentinians are somewhat more likely to trust foreign banks and foreign media, as well as social media and internet search companies.

They show a slightly above average trust in market research companies, with just over one-third distrusting the industry and 13% trusting it a lot.

Trust in the industry is higher amongst 18-34 year olds and males, but this is typical of trust on this issue in general.

Compared to the market research industry, people in Argentina show a lower trust social media companies, with just under half, not trust such companies not to misuse their personal data. Amongst 18-34 year olds, however, trust in social media companies is almost at the same level as trust in market research companies.

Sensitive data

Argentinians are much less likely than the average in the Americas to see different types of data as sensitive.

This is even noticeable on types of data which are generally considered sensitive, such as passport numbers, personal identification numbers and retina scans.

Relatively where you live and your salary are ranked as more sensitive in Argentina than elsewhere in the region.


87%

87%

50%

48%

Argentina

AMERICAS

average



28%

28%

8%

7%

Argentina

AMERICAS

average







Local Commentary by CEIM

“Looking at the summary of the study results, it can be seen that in general Argentina moves in a similar way to the rest of America.

Ultimately, almost all of us want to know what is done with our personal data but we are not so willing to give up those services that are generating most of them (Gmail, Facebook and Twitter).

Seeing the confidence in institutions, it is striking appreciate that, compared to the rest of America, in Argentina the foreign institutions (foreign banks, companies search and social media such as Google, Bing, Facebook and Twitter and foreign media) are better ranked than in the American average, and the reverse happens with local institutions (national banks, police or national government).

However, within Argentina we see that trust is much higher in local banks (index -3) than in foreign banks (index -18). In 2001 there was a restriction regarding funds that people had in banks, i.e. that people could not freely use the money they had deposited there. However, this happened virtually all banks alike. Why then is scored so differently to local and foreign banks?

Part of this has a rather complex historical roots which includes issues such as the origin of the nation, immigration flows, the annihilation of indigenous peoples, military coups and economic crisis that erupted in 2001.

Furthermore, and as happens in many other countries in Latin America, Argentinians tend to perceived the foreign (first world) almost always superior to the local. So there is a duality: on one hand the foreigner is rejected because it is related to domination, destruction of identity and spoliation; but on the other, it is admired by its development achievements. But the two facts unrelated to each other, that is without wondering how the latter could have been leveraged on the first, always considered in historical terms.

Other thing that surges from this data is the difficulty to restore trust when it is lost. That is why there is comparatively so little confidence in the police (which still is associated with the era of dictatorship) and government, after several disappointments and resonant cases of government corruption, both at national and provincial level.

And what about market research? While the general index is negative (average -26) in Argentina is slightly less negative (-21). This in part has to do with regulations to disseminate election polls that arise from the new electoral law in Argentina, which has being in place during the last four years. Because there are limitations on the dissemination of election polling data during a previous period (intention to vote) and posterior (exit poll) to the elections, the possibility that appear very noticeable faults is limited. Paradoxically, this result in a little better rate than in other countries where this does not happen.”

Argentina

-28%

-35%

-35%

-38%

-40%

-44%

-44%

-44%

-48%

25%

13%

17%

17%

17%

9%

9%

12%

18%




Local banks


Foreign banks


Bing)

The police






Trust in the market research industry not to misuse personal data compared to some other types of organisations (those with most variation from the AMERICAS average)



“trusting very much” AR

+/- vs.

Americas avg.

-3 -7

-21 5

-18 9

-21 8

-24 -14

-35 -8

-35 11

-33 10

-31 -10

Argentina

Argentina: How sensitive different types of data are considered to be: Top 5 + those with most variation from the Americas average


62%

48%

48%

47%

46%

40%

33%

32%

30%

25%

18%


Your home address

Your salary

Passport number





information

Health records

Criminal record

Your date of birth

AMERICAS average AR

CEIM is the national association of

market research organisations in

Argentina.


CEIM and its members (in Spanish).

http://www.ceim-argentina.org.ar/index.php

Brazil - 3 key highlights

Brazilians claim to be very concerned about possible misuse of their personal data

Trust in the market research industry in Brazil is relatively high, especially amongst young adults

Brazilians tend to distrust Brazilian organisations on this issue, both public and private sector ones

Brazil

Summary of findings


Just over one-quarter of Brazilians* say they are unfamiliar with how their personal data is collected and used, which is in-line with the Americas average

Just over half of Brazilians are very concerned about how their data is collected and used, which is slightly higher than the Americas average.

Females are both less familiar with issue and more concerned, with the proportion of very concerned reaching a high of 68% amongst 35-54 year old females.


On average, people in Brazil show less trust in organsiations on this issue than people in other countries in the Americas. This relative distrust is strongest with respect to the national government and the police, but also concerns the national intelligence services, local banks, mobile phone operators and retailers.

Just over one-third of Brazilians do not trust the market research industry not to misuse their personal data, with 11% showing a high level of trust, which is in-line with the average level of trust in the market

research industry across the Americas, but much better than the average level of trust different types of organisations within Brazil.

Trust in the market research industry on this issue is relatively high amongst 18-34 year olds, especially so amongst 18-24 year olds amongst whom the net trust index is almost neutral. In contrast trust in the market research industry is very low amongst social groups A1/A2/B1.

Brazilians show a lower level of trust in social media companies not to misuse their personal data, with half showing low trust overall, and as many as 71% of those in the highest social class, A1.

Sensitive data

People is Brazil are more likely than people in the Americas on average to consider a scan of one’s retina to be sensitive data, with this item ranking as high as number 2 out of 29. Salary information is also considered to be relatively sensitive as is internet related data, such as IP addresses, website tracking data and online purchase data.

Brazilians in contrast are less likely to see one’s voice signature or one’s date of birth as sensitive



86%

87%

54%

48%

Brazil

AMERICAS

average


27%

28%

7%

7%

Brazil

AMERICAS

average









Local banks



The police





NTI *



-28%

-35%

-39%

-39%

-45%

-47%

-50%

22%

11%

12%

14%

7%

11%

7%



BR+/- vs.

Americas avg.

-6 -10

-24 2

-26 -10

-25 -15

-38 -11

-37 -16

-44 -10

Local Commentary by ABEP

As in other countries in the region (and the world), the introduction in Brazil of a new law on personal data, two years ago, has increased the awareness and public attention around the issue. The relevant legislation is very strict regarding the prohibition of not using information from people beyond the purposes for which the individual authorized to do so.

That has to do with why the telephone companies are the worst evaluated on trust in this survey. Those companies do not mind paying fines or be subject to public rejection as a price to compete, despite annoying Brazilian users with endless messages, SMS, promotions and so on. The existence of do-not call lists has slowed the torrent a bit, but there is still clandestine sale of directories that are used by direct marketing operators, occasionally third parties acting on behalf of large companies, such as telephone operators.

In Brazil there is less suspicion than in other countries in the region on the use of personal data by security institutions (police, for example) due to several factors. One is that the government has successfully managed to break the direct interaction between the police and citizens, which used to open the way to abuses and corruption; the massive use of surveillance technology has automated law compliance (e.g. sanctioning traffic offenses). Another factor is that the army has good image in Brazil, with recent token of success by cleaning (“pacify”) slums (“favelas”) of urban neighbourhoods, which were completely controlled by gangs and drug traffickers.

With regard to market research industry, data from this study confirm that the general public in Brazil does not make much difference between them and others organizations that collect personal data. A work to be done by the industry is to create a new perception, while actively participate to curb illegal commercialization of databases and directories.

Brazil

Brazil: How sensitive different types of data are considered to be: Top 5 + those with most variation from the Americas average


77%

67%

66%

63%

62%

59%

42%

35%

34%

31%

19%

14%



Your salary

Passport number





Purchases on the internet


Your date of birth

Where you were born

AMERICAS average BR

ABEP is the national association of

market research organisations in Brazil.


ABEP and its members (in Portuguese).

http://www.abep.org/

Canada - 3 key highlights

Canadians tend to trust organisations more than average in the Americas on this issue

In particular trust in the police and the government is relatively high

In contrast, relative to trust in other types of organisations, trust in the market research industry is low

Canada

Summary of findings


Over one-third of Canadians* claim to be unfamiliar with how their personal data is collected and used, which is more than the Americas average.

One-third ia very concerned about the issue compared half overall in the Americas, and 45% in the USA. Concern is relatively high amongst males and females over the age of 35, but younger males claim very low concern.


On average, the Canadians are clearly the most trusting on this issue compared to the other 4 Americas countries covered, showing an exceptionally high level of trust in both the police and national government, with national intelligence services also having a relatively strong level of trust, even if compared to the former two, there is significant proportion of Canadians distrusting the latter.

On the commercial front, Canadians show an exceptionally high level of trust in Canadian banks, to the extent that local banks in Canada have the highest net trust index of any local banks in the 24 countries surveyed. Canadians also trust credit card

companies much more than others in the Americas.

Trust in the market research industry in Canada is average compared to other countries in the Americas, but it is much lower than the level of trust afforded to other types of organisations in Canada on average, with a net trust index of -29, compared to -19 on average.

Trust in the market research industry declines steadily with age, and is highest amongst 55+ year old males. It is also very high amongst the higher educated / those with higher incomes (nti = -39), and this stands out since these two groups do not have a higher distrust in organisations overall on this issue. Also, the same phenomenon is not seen with respect to social media companies.

Overall, however, social media companies are less trust not to misuse personal data than market research companies, particularly amongst the over 35’s, but also amongst younger adults as well.

Sensitive data

People in Canada are more likely to see different types of data as sensitive. Relatively healthcare records are seen as very sensitive, being ranked 4th out of 29.



84%

87%

35%

48%

Canada

AMERICAS

average


38%

28%

9%

7%

Canada

AMERICAS

average









Local banks

The police










-10%

-11%

-16%

-17%

-21%

-25%

-35%

41%

43%

34%

19%

25%

9%

6%



CA+/- vs.

Americas avg.

31 27

33 43

17 38

1 17

5 17

-16 11

-29 -3

Canada

Canada: How sensitive different types of data are considered to be: Top 5 + those with most variation from the Americas average


88%

86%

84%

77%

74%

65%

62%

47%

45%

34%



Passport number

Health records


Criminal record


Your date of birth



AMERICAS average CA

The Marketing Research and Intelligence

Association (MRIA) is a Canadian not-for-

profit association representing all aspects

of the market intelligence and survey

research industry, including social

research, competitive intelligence, data

mining, insight, and knowledge

management.


the MRIA and its members.

http://mria-arim.ca/

Mexico - 3 key highlights

People in Mexico claim to be very concerned about possible misuse of their personal data

Trust is relatively high in foreign organisations on this issue

Trust is extremely low in the police

Mexico

Summary of findings


A very high eight-in-ten people* in Mexico claim to be familiar with how their personal data is collected and used, which is well above the average of two-thirds in the Americas.

In addition to being more familiar with the issue, Mexicans also show slightly higher concern, with 56% very concerned, compared to 48% in the Americas on average.

Concern is even higher amongst 35-44 year olds at 63%.


People in Mexico have an extremely low trust in the police on this issue, and neither do they trust their government. Relative to other countries in the Americas, they show less trust in local banks and credit card companies.

In contrast, Mexicans show relatively more trust than average in foreign organisations, for example banks, on-line stores and even foreign secret service organisations.

Mexicans are also marginally more trusting of market

research companies than in other countries in the Americas, but even so only 14% of Mexicans having a high trust in market research companies and 34% low trust.

Trust in market research companies varies tremendously by age. Amongst 55+ year olds the industry is very poorly trusted, especially relative to other types of organisations in Mexico, whilst amongst 18-24 year olds it is extremely well trusted, with a positive net trust index even.

Just under half of Mexicans do not trust social media companies not to misuse their personal data, and even amongst 18-34 year olds the market research companies are much more trusted.

Sensitive data

Mexicans are much more likely than average to say hat different types of data are sensitive.

The types of things Mexicans consider to be the most sensitive are also very different from other countries in many respects, with data such as salary, retina scan and location data via mobile phone signals making it into the top 5 (out of 29) types of data in terms of relative sensitivity.



90%

87%

56%

48%

Mexico

AMERICAS

average


18%

28%

4%

7%

Mexico

AMERICAS

average








Local banks

Foreign banks






The police


NTI *



-29%

-33%

-34%

-36%

-40%

-47%

-48%

-54%

23%

16%

14%

13%

15%

10%

10%

8%



MX+/- vs.

Americas avg.

-7 -11

-16 11

-20 6

-24 14

-25 -13

-37 11

-37 -17

-46 -36

Local Commentary

“Recent legislation on personal data privacy in Mexico has brought the issue to the forefront of public opinion. It is therefore understandable that in this country there is a comparatively higher proportion of people claiming to be familiar with the process of collecting and handling such personal data, while there is also greater propensity on the types of data considered sensitive.

It is no coincidence that the three institutions having less confidence about handling personal data are related to public safety issues, which has been a topic of high concern among Mexican society in the last two decades.

In the case of market research companies, low confidence levels obtained in this survey show that Mexico is another of the countries in which the industry has a pending task for raising public awareness and trust regarding transparency, security and confidentiality in the handling of research participants personal data; the assignment would become even more complex in the climate of uncertainty and mistrust that has muddied social mood of the national population. ”

Mexico

Mexico: How sensitive different types of data are considered to be: Top 5 + those with most variation from the Americas average


86%

71%

69%

67%

65%

62%

60%

59%

53%

38%

30%


Passport number

Your salary



Your home address





Union membership

AMERICAS average MX

AMAI is the national association of

market research organisations in Mexico.

Click on the logo to find out more about AMAI and its members (in Spanish).

http://www.amai.org/

The USA - 3 key highlights

People in the US are very concerned about possible misuse of their personal data

The exceptions are trust in the police and in retailers

Foreign organisatons are highly distrusted in the US, and their trust in the market research industry is also lower than average

The USA Summary of findings


One-third of adults* in the US say they are unfamiliar with how their personal data is collected and used, which is in line with the Americas average.

Concern is also in-line with the average, with 45% very concerned about how their data is collected and used, which is significantly more than the equivalent proportion in Canada (35%).

Concern can be found amongst men and women of all ages and backgrounds, although it is significantly higher amongst people with black or African American ethnicity (59%).


On average, people in the US are slightly less trusting on this issue than people in the Americas on average, and much less trusting than Canadians. Relative to the region, however, they show more trust in the police, as well as in retailers with loyalty cards.

Americans show clearly less trust than average in foreign organisations, for example banks, on-line stores and media companies also score relatively low on trust.

Their trust in the market research industry is also

below average, with four-in-ten not trusting the market research industry not to misuse personal data, with only 5% showing a high level of trust. Trust decreases considerably with age from a net trust index of -23 amongst 18-34 year olds to one of -45 amongst 55+ year olds.

This same phenomenon can also be seen with regard to trust in social media companies, which overall are much less trusted than market research companies. A couple of exceptions are, firstly 18-24 year olds, amongst whom there is little difference in the perception of trust, and secondly the lower educated, amongst whom social media companies even have a marginally higher net trust index than do market research companies.

Sensitive data

When it comes to the types of data which are seen as sensitive, one’s social security number and health records stand out as very sensitive, and are both relatively more sensitive to Americans than to other people in the Americas.

People in the US are also more likely than average to consider date of birth as sensitive.



90%

87%

45%

48%

USA

AMERICAS

average


28%

28%

5%

7%

USA

AMERICAS

average









The police



Foreign banks








-17%

-26%

-40%

-54%

-60%

-62%

-66%

29%

10%

5%

6%

4%

3%

3%



US+/- vs.

Americas avg.

12 22

-16 11

-35 -9

-48 -21

-56 -9

-59 -21

-63 -17

The USA

The USA: How sensitive different types of data are considered to be: Top 5 + those with most variation from the Americas average

% considering to be


85%

76%

73%

66%

60%

54%

51%

47%

33%

23%



Passport number

Health records



Vehicle registration information

Your salary

Your date of birth

Where you were born

Your age

AMERICAS average US

Methodology

GRBN Trust & Personal Data survey Methodology overview The survey was commissioned by the GRBN in order to

understand: How familiar and concerned people around the globe are

with how their personal data is collected and used How much people trust different types of organisations not

to misuse their personal data Which types of data people consider to be personal data,

and which types sensitive personal data.

Fieldwork was conducted in 4 waves throughout 2014 as follows: February 2014: UK and USA March 2014: Argentina, Brazil and Canada June 2014: Finland, France, Germany, Ireland,

Italy, the Netherlands, Spain and Sweden

July 2014: Australia, China, Japan, Malaysia, Mongolia, New Zealand, Singapore, South Korea, Taiwan and Thailand

Fieldwork was conducted by Research Now in 22 of the 24 countries through internet access panels using quota sampling. The achieved sample sizes are shown below, along with information on whether weights have been applied to the achieved sample or not.

In Mongolia and Thailand, fieldwork was conducted by OnDevice using mobile river sampling, which may be a cause for different results in these countries in this survey.

As with all cross-cultural studies, care needs to be taken when comparing and interpreting the results across countries, and regions, due to possible scale-usage bias. Please click here to read a Research Now white paper on this subject. In addition to scale-usage, historical and cultural factors may also influence how people relate to the questions we have asked, in particular the ones concerning trust and sensitivity.

http://www.researchnow.com/en-US/PressAndEvents/News/2014/march/white-paper-multimode-global-scale-usage.aspx

The research universe varied by country as follows….

Country Universe Sampl

e size

Weight

ed

Country Universe

Sampl

e size

Weight

ed

Argentina 18+ year olds 1022 Mexico 18+ year olds 1010

Australia 18+ year olds 1000 Yes

Mongolia 18+ y.o. internet

users 500

Brazil 18+ year olds 1013 New

Zealand 18+ year olds 1011

Canada 18+ year olds 1015 Singapore 18-64 year olds 1008

China 18-64 y.o.

internet users 1000 Yes

South Korea 18-64 year olds 1003

Finland 18+ year olds 1025 Spain 18+ year olds 1001 Yes

France 18+ year olds 1010 Yes Sweden 18+ year olds 1005

Germany 18+ year olds 1005

Taiwan 18-64 y.o.

internet users 992

Ireland 18+ year olds 1009 Yes

Thailand 18+ y.o. internet

users 1000

Italy 18+ year olds 1022 Yes The

Netherlands 18+ year olds 1008

Japan 18+ year olds 1000 Yes UK 18+ year olds 1020 Yes

Malaysia 18-64 y.o.

internet users 1013 Yes

USA 18+ year olds 1015 Yes

GRBN Trust and Personal Data Survey Report - Part 2 - Regions and countries - 2014 12 03

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Transcript of GRBN Trust and Personal Data Survey Report - Part 2 - Regions and countries - 2014 12 03